It's in honor of Pride Month.  The bottle itself is typical of all Crystal Head bottles in that it's in the shape of a skull.  The skull is painted white and splattered with various pride colors.

"Crystal Head Vodka is known for its iconic skull shape bottle symbolizing life, reflecting power and enlightenment. The Pride bottle's artistic charm shines brightly with the integration of additional colors to celebrate the diversity and inclusivity of the LGBTQ+ community," according to a release.

"We're ecstatic about the launch of the "Paint Your Pride" bottle, utilizing art as a form of empowerment while inspiring social change and fostering community," said Dan Aykroyd, Crystal Head Vodka founder, actor and musician. "Art is an essential tool of empowerment LGBTQ+ creators embrace as a means of positive visibility and proud, authentic self-representation. We're thrilled that this bottle embodies these values quintessential to the Crystal Head brand and LGBTQ+ community."