Smirnoff unveils LGBTQ+ bottle designBy Nicola Carruthers
Smirnoff vodka has launched a new limited edition bottle design in celebration of “inclusivity, acceptance and love in all its forms”.
Each “Love Wins” Smirnoff No. 21 bottle and case packaging comes with an iridescent rainbow aesthetic and new LGBTQ Smirnoff logo.
Smirnoff will donate US$1 per bottle made, with a minimum of US$260,000, to the Human Rights Campaign (HRC), America’s largest organisation working for lesbian, gay, bisexual, transgender and queer equality.
Each bottle features different images of “real love and real people”, created and photographed by San Francisco-based photographer Sarah Deragon.
“Simply put, the Smirnoff brand stands for inclusivity,” said Jamie Young, Smirnoff brand manager. “Whether it’s gender, race, or in this case sexual orientation, we believe the best times are when everyone is included. We are proud to support the HRC and the LGBTQ community, and to celebrate all kinds of love out there.”
“We are grateful to Diageo and Smirnoff for their continued and generous support of LGBTQ equality, and proud of our longstanding relationship,” said Adam Marquez, associate director, corporate development at HRC. “It’s always inspiring when brands take action to encourage positive change, especially at a time when we are working harder than ever to push back against anti-equality forces.”
Smirnoff is also asking couples over the age of 25 to submit their photos online for the opportunity to be featured on the next bottle pack design in 2018.
For every eligible photo submitted between 23 May–30 September, Smirnoff will donate an additional US$1 per photo to the HRC (up to US$10,000).
The Smirnoff No. 21 Love Wins limited edition bottles are available in 750ml and 1 litre nationwide.