Smirnoff Vodka Wants to Include All with #LoveWins Rainbow Bottles
SMIRNOFF™ Vodka has announced the launch of the new limited edition “Love Wins” bottle packaging for the SMIRNOFF No. 21 vodka. The new bottle design celebrates inclusivity, acceptance and love in all its forms. The brand has supported the LGBTQ community for several decades and the new bottles are the latest representation of its commitment to equality.
Like People, No Two Love Wins Bottles are Alike
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Each “Love Wins” SMIRNOFF No. 21 bottle and case packaging is unique, with its iridescent rainbow aesthetic and new LGBTQ SMIRNOFF logo; no two bottles are identical. Each bottle features different images of real love and real people, created and photographed by San Francisco-based photographer Sarah Deragon, the creator of the Identity Project, which examines how people define their gender and sexuality. Inside the SMIRNOFF “Love Wins” limited edition bottles 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.
“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.”
The brand says they will donate $1 per bottle made, with a minimum of $260,000, to the Human Rights Campaign (HRC), America’s largest organization working for lesbian, gay, bisexual, transgender and queer equality.
The HRC represents a grassroots force of more than 1.5 million members and supporters working every day to make LGBTQ equality a reality, a cause that directly relates to the SMIRNOFF brand’s core belief of inclusivity.
“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. The ‘Love Wins’ bottles are showing the country that love truly conquers hate – and that we celebrate you, no matter who you are or who you love.”
To add an additional layer to the “Love Wins” launch SMIRNOFF is asking couples over the age of 25 to submit their photos to their website for the opportunity to be featured on the next bottle pack design in 2018. For every eligible photo submitted between May 23 and September 30, SMIRNOFF will donate an additional $1 per photo to the HRC (up to $10,000).
The SMIRNOFF No. 21 “Love Wins” limited edition bottles are available in 750mL and 1L line priced with standard SMIRNOFF No. 21 vodka. They are now available nationwide.
SMIRNOFF Vodka No. 21 “Love Wins” Limited Edition Bottle