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Absolut conducts Open House promotion

Alcohol distributor Corby Spirit and Wine has begun a promotion for its Absolut vodka brand in collaboration with LGBT community centre and service provider The 519 and the Gladstone House hotel in Toronto. The campaign began this week with an event at the hotel called “Open House.” It consisted of a temporary installation comprising three rooms offering “unique bar experiences.” According to the company, the intent was to “offer an inclusive and inviting atmosphere for all those who are willing to actively challenge their biases, mix differently and be surprised at what’s possible.” The initiative will run until Dec. 5.

In addition Absolut will provide 90-minute educational sessions to participating hospitality companies intended to help them make their venues more open to and accepting of queer and transgendered consumers. The promotion also includes the participation of Canadian social media influencers such as Scarlett Bobo, Jamie Pandit and Allie & Sam.

“At Absolut, we believe that bars and restaurants can be places where we meet different people, experience new things, and ultimately challenge pre-existing notions,” said Aoife O’ Reilly, senior brand manager for Absolut at Corby. “This campaign provides an opportunity for Canadians to mix in a completely new way, while offering the tools and support needed to create more open and inclusive environments for people of all walks of life.”

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