NORWALK, Conn., June 22, 2018 /PRNewswire/ -- This Sunday,
SMIRNOFF™ vodka continues its decades of support for the LGBTQ
community by partnering with Queer Eye television
personality, hairdresser, web series star and podcaster,
Jonathan Van Ness, to bring
love in all its forms to life at the NYC Pride March. From dancing
in the streets with SMIRNOFF drag queens to self-love selfies to
strutting alongside marchers up Fifth Avenue, Van Ness will join the brand at the 2018 Pride
March to encourage people everywhere to show their support for
equality and love of all kinds.
"SMIRNOFF is all about inclusivity and democratizing fun times
for everyone, which totally speaks to me as a member of the LGBTQ
community," said Van Ness. "I could
not be more excited to join SMIRNOFF for this year's New York City
Pride March. It truly is the ultimate celebration of love and
equality for all, and once you add SMIRNOFF into the mix it becomes
one big, fabulous, inclusive party. Who wouldn't want to be a part
of that?!"
In addition to the brand's partnership with Van Ness, SMIRNOFF has also announced an
increased commitment to the Human Rights Campaign (HRC),
with a pledge to donate $1 for every
SMIRNOFF "Love Wins" bottle made to the HRC for a minimum of
one million dollars over three
years, starting in 2019. These funds will go towards supporting
local HRC events to drive awareness of the fight for LGBTQ equality
and help empower those who are leading that fight for equality in
HRC's 32 volunteer-led local steering committees in communities
across the country.
"Inclusivity is a part of our brand's DNA," said Jay Sethi, Vice President, SMIRNOFF, DIAGEO
North America. "We have always believed that SMIRNOFF should be
enjoyed by everyone, no matter what you look like, where you live,
what your background is or who you love. We know how important it
is to support LGBTQ efforts across the entire nation, which is why
we are donating to the HRC through our 'Love Wins' bottles. Plus,
we could not be happier to have the fabulous Jonathan Van Ness join us for this year's New
York City Pride Parade, as an inspiration to not only members of
the LGBTQ community, but people everywhere with his messages of
love and acceptance."
SMIRNOFF's pledge to the HRC marks the extension of a long-term
commitment by the brand to support America's largest LGBTQ civil
rights organization and comes on the heels of SMIRNOFF's donating
almost a half of a million dollars to the organization in 2017 and
2018 through their SMIRNOFF "Love Wins" bottles.
"These crucial resources will help fuel the fight for LGBTQ
equality and accelerate the pace of progress in the years ahead,"
said HRC President Chad Griffin. "We
are grateful for SMIRNOFF's pledge to donate an additional
one million dollars to the Human
Rights Campaign, for their continued support of the LGBTQ
community, and for those who put their passion for equality to work
by making this campaign possible."
SMIRNOFF originally launched its "Love Wins" campaign in
May 2017 with its limited-edition
"Love Wins" bottle packaging for SMIRNOFF No. 21 vodka. Now, in
2018, the "Love Wins" bottles are back and are available nationwide
for a limited time. Inside each bottle is the iconic SMIRNOFF No.
21 vodka, triple distilled and ten-times filtered, from the world's
most awarded name in vodka in the last ten years. As a brand that
has supported the LGBTQ community for several decades, and was
honored alongside DIAGEO with the prestigious 2018 Corporate
Equality Award by the HRC this past February, SMIRNOFF is proud to
continue to support love in all its forms.
2018 Special-Edition "Love Wins" Bottles
SMIRNOFF's
redesigned 2018 "Love Wins" bottles feature the newly updated,
special-edition bottle packaging, which highlights 34 real LGBTQ
couples from across the United
States. Each couple featured on the 2018 packaging submitted
their photos through the brand's website last year for a chance to
be a part of the SMIRNOFF "Love Wins" campaign. Jessica &
Whitney from Alabama, whose story
began with a simple Facebook message, and Jeremy and Wutichai from
Washington, D.C., who met while
volunteering for the Peace Corps in Thailand, are just some of the real couples
featured on the new bottles currently on shelves across
the United States. Every SMIRNOFF
"Love Wins" bottle is unique, with a different set of photographs
that display real love and real people, along with its iridescent
rainbow aesthetic and LGBTQ SMIRNOFF logo.
The SMIRNOFF No. 21 "Love Wins" bottles are available in 750mL
and 1L and are priced in line with SMIRNOFF No. 21 vodka. While
love is not meant to be bottled up, vodka sure is, so make sure to
enjoy this limited-edition bottle responsibly.
HRC Partnership
SMIRNOFF, as well as its parent
company DIAGEO, has a long-standing relationship with the HRC as
one of the organization's longest-standing partners and biggest
advocates. In fact, in February of this year, after ten consecutive
years of scoring a perfect 100% on the HRC Corporate Equality
Index, SMIRNOFF and DIAGEO were honored with the prestigious 2018
Corporate Equality Award at the HRC Greater New York Gala. To
further support the HRC and the LGBTQ community and to celebrate
inclusivity, diversity and equality for all, SMIRNOFF is also
supporting seven HRC Galas across the
United States with SMIRNOFF "Love Wins" pop-up bars. Each
bar features the SMIRNOFF "Love Wins" bottles and custom cocktails
so all can raise a glass to celebrate the accomplishments of the
HRC. With supporters like SMIRNOFF, the HRC can push for
change through legislation, advocacy and education.
New York Pride March
To celebrate PRIDE loud and
proud, SMIRNOFF is excited to have a large presence in this
Sunday's New York City Pride March with Jonathan Van Ness! The brand has proudly
participated in the parade since 2013, but is prepared to make this
the biggest year yet with an over-the-top float, that is bold and
inspiring, just like the LGBTQ community, in celebration of love in
all its forms and "Pride in Every Flavor." In addition to Jonathan
as our host, the brand will also host 200 marchers, electrifying
special guests will be performing along the parade route to get the
crowd excited and engaged. SMIRNOFF's Pride March celebration is
meant to showcase that Pride comes in all different flavors, shapes
and colors. In addition to New York
City, SMIRNOFF is excited to bring its celebration of "Pride
in Every Flavor" to Pride Marches in San
Francisco, Atlanta,
San Diego and more.
Pride in Every Flavor Campaign
To pay homage to LGBTQ
community in a fun, playful way and further drive awareness and
acceptance of the LGBTQ community across the nation, SMIRNOFF has
revitalized its LGBTQ-focused advertising this year with the "Pride
in Every Flavor" out-of-home and digital marketing campaign.
SMIRNOFF's "Pride in Every Flavor" campaign is a celebration of the
spirit within the LGBTQ community and is meant to encourage
everyone everywhere to be themselves and express their Pride
however feels right to them. SMIRNOFF is committed to bring fun
times to all, and the "Pride in Every Flavor" advertising reflects
that.
SMIRNOFF "Love Wins" Cocktail Recipe
If you'd like to toast to equality this PRIDE month, mix up the
signature SMIRNOFF "Love Wins" cocktail:
- 1.5 oz. SMIRNOFF No. 21 "Love Wins" vodka
- 0.75 oz. Simple Syrup
- 0.75 oz. Lemon Juice
- Dash of Club Soda
- Strawberry Garnish
Combine SMIRNOFF "Love Wins" with simple syrup and lemon juice.
Top with club soda, then garnish with a strawberry in a copper
mug.
About SMIRNOFF
The SMIRNOFF brand that boasts the
world's number-one selling premium spirit and the top-selling
flavored vodka in North America, traces its heritage back to
19th century Russia. As the most awarded vodka brand in the
world in the last 10 years, SMIRNOFF has always been known for
quality and is enjoyed responsibly in 130 countries around the
world. For more information, log on
to www.smirnoff.com.
About DIAGEO
DIAGEO is a global leader in beverage
alcohol with an outstanding collection of brands
including Johnnie Walker, Crown Royal, Bulleit
and Buchanan's whiskies, SMIRNOFF, Cîroc and Ketel One
vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and
Guinness.
DIAGEO is listed on both the New York Stock Exchange (DEO) and
the London Stock Exchange (DGE) and our products are sold in more
than 180 countries around the world. For more information about
DIAGEO, our people, our brands, and performance, visit us
at www.diageo.com. Visit DIAGEO's global responsible drinking
resource, www.DRINKiQ.com, for information, initiatives, and
ways to share best practice.
Follow us on Twitter for news and information about DIAGEO North
America: @Diageo_NA.
Celebrating life, every day, everywhere.
MEDIA CONTACTS:
Michelle Sibley
DIAGEO
Michelle.sibley@diageo.com
646-223-2168
Alex Stathis
Taylor
astathis@taylorstrategy.com
212-714-5723
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