Smirnoff to donate additional $1 million to LGBTQ charity

Smirnoff has pledged to donate US$1 from every Smirnoff Love Wins bottle to the Human Rights Campaign (HRC), totalling at least US$1 million over three years.

The updated bottle design for Smirnoff Love Wins features 34 real LGBTQ couples from across the US

The funds will go towards supporting local HRC events to drive awareness of the fight for LGBTQ equality.

Smirnoff’s 2018 Love Wins bottles has been updated with a new design to highlight 34 real LGBTQ couples from across the US.

The brand has also teamed up with American television personality Jonathan Van Ness for the NYC Pride March to show support for equality.

“Smirnoff is all about inclusivity and democratising 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.”

Jay Sethi, vice president, Smirnoff, Diageo North America, said: “Inclusivity is a part of our brand’s DNA. 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.”

The Smirnoff Love Wins bottles are available in 750ml and one-litre formats.