22 May 2023

Pride 2023: Alpine herbal beverage brand Almdudler brings a 'dose of love' to the streets of Vienna with cars and a truck

Austrian herbal beverage brand Almdudler is known for supporting the idea of Pride. This year, the Vienna-based company is once again using visuals and activities to spread the message of love and acceptance. Almdudler owner Thomas Klein explained just before the start of Pride Month that as an Austrian family business, it has been a particular concern of the company for decades to promote mutual respect and tolerance in Austria.
The 'dose of love' is the drink's latest outfit. With the visual of two gender-neutral heads about to kiss, Almdudler wants to encourage people that everyone can kiss whoever they want. The artwork first appeared on special Pride bottles in 2022 and was available exclusively online. In 2023, the Pride edition visual appears on a can - the 'dose of love' (the German word for 'can' is 'Dose' and is a play on words between English and German) - and is sold in supermarkets across the country.

The 'dose of love' theme also runs through the brand's street activities. Today, Almdudler published pictures of Thomas Klein and his two Fiat 500s in the special Pride design. The cars have a strong family connection and are a visible sign of the tolerance and openness of the Almdudler family and to draw attention to the LGBTIQ+ movement on the streets of Vienna.
Next month, on 17 June, Almdudler will take part in the Regenbogenparade, the Pride Parade, with a truck decorated with the 'dose of love' motif and providing party sounds by a live DJ playing contemporary Austropop and hits from the 80s and 90s. The parade is the highlight of Vienna Pride, which takes place between 1 and 18 June and features a number of events, such as the 'Queer through Vienna' tour, which provides an insight into the city's queer history and the personalities who have paved the way for today's society.

Images, from left: The picture shows the Almdudler beverage can with the Pride design in front of the Fiat 500 with the Almdudler Pride design. Right: Almdudler owner Heribert Thomas Klein presented the two Fiat 500 - a Fiat 500 classic car from 1971 and a Fiat 500 from 2022 - at the classic car event 'Coffee.Cars.Friends.' yesterday on Sunday, 21 May at the MetaStadt in Vienna. Photographer: Laura Busch. Photos: © Laura Busch/Almdudler.