Press Release 08/11/2022

The all-new choir is raising the volume of inspiring changemakers who together, can build a more inclusive world


Absolut, the UK’s no.1 premium vodka [1], has launched ‘The Absolut Choir’, fronted by one of the world’s most trailblazing modern popstars Olly Alexander of Years & Years, to raise the voices of inspiring changemakers, pioneers and creatives across the UK. Singing an entirely new version of his hit song Shine, Olly and The Absolut Choir aim to turn up the volume on a variety of causes and conversations, including body positivity, disability awareness and equal rights.

Absolut believe that whether it is drinks, ideas or people, life is better when we mix things up – we were all Born To Mix – so The Absolut Choir sees individuals from different backgrounds, with different beliefs and passions, come together for the first time to prove that together they are louder and together, they can make people listen. Better body representation in fashion and the media, policy change for trans rights, and an end to marginalisation of disabled people and queer joy are all changes that The Absolut Choir wants to see.

Within The Absolut Choir are trans rights advocate Kenny Ethan Jones, disability champion Sian Lord, body positivity advocate Nyome Nicholas-Williams, Trans Voices Choir directors Coda Nicolaeff, ILĀ Sebastian and their members, and creatives from the Trans Creative Collective (TCC). Together, they perform a never-heard-before new arrangement of Shine, which has been reimagined into a new, powerful, and progressive version. Watch the film here.

A three-week media campaign is launching on 8th November, which will see Absolut visible across online video and social channels, as well as support through a media partnership with LadBible. The brand is also offering its media spend, channels and social platforms to the people in The Absolut Choir and their causes so their voices can be heard. The campaign will see Absolut funding content and taking over London billboards to support the individuals within it. Supporters of the campaign are encouraged to share the videos and take pictures of the billboards to help spread the important messages.

To celebrate the new project, Olly Alexander has designed a limited-edition bottle wrap for 30,000 of Absolut’s iconic bottles. A limited number of bottles are now available to purchase online at with further bottles being released in Dhamecha and Booker Retail Partners in January 2023.

Olly Alexander (he/him) said: “When Absolut came to me with this project I instantly had so many ideas, from working with the TCC and Trans Voices to re-recording Shine, I wanted The Absolut Choir to be entirely inclusive. I have worked in this industry for a while and can genuinely say this has been one of the most diverse productions I have ever been involved in, from the crew to the people both in front of and behind the camera, it’s good to feel like things are changing. I’m so lucky to have a platform for my voice and I want to use it to put the spotlight on people and things that need to be heard. We are literally here to amplify people’s voices and I can’t wait to see what else is to come from these incredible people.”

Leanne Banks (she/her), Marketing Director at Pernod Ricard UK, said: “The Absolut Choir epitomises everything we believe in about mixing for positive change. Every single member has brought their own unique voice, personality, and story, and together we have created a space where their voices are all louder together. Not only is the new version of Shine incredible; we’ve raised each other up and proven that we are all Born To Mix. We hope that The Absolut Choir is another platform for important voices to be truly heard.”

Vodka remains the no.1 Spirit in the Off-Trade and Absolut holds a 55.8% share of the Prem+ Vodka category[2], whilst in the On-Trade, Absolut is growing +193%[3]. Absolut’s Born To Mix UK cultural programme sees unexpected and diverse creatives work together on a series of projects designed to drive conversation and progress in the UK. The first project, Second Skin Couture saw different worlds and minds in fashion mixing to challenge stereotypes and perceptions, while The Absolut Choir aims to demonstrate the collective power of mixing important voices together and raising them louder to change the world. Absolut has worked with creative passions agency M&C Saatchi Sport & Entertainment on the conception and delivery of its UK cultural programme,


[1] AC Nielsen | Total Off-Trade | Value Share MAT to 10.09.22

[2] AC Nielsen | Total Off-Trade | Value Sales MAT to 10.09.22

[3] CGA, On-Trade MAT Value Sales to 10.09.22