In celebration of Pride season, Smirnoff Vodka released limited-edition “Love Wins” bottles of Smirnoff no. 21 vodka. Each bottle is unique and features portraits of real couples photographed by Sarah Deragon, the creator of the Identity Project. For every bottle made, the company will donate $1 to the Human Rights Campaign (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." said Adam Marquez, Associate Director, Corporate Development at HRC. "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.”
As part of the campaign, Smirnoff is inviting couples over the age of 25 to submit their photos for a chance to be featured on the 2018 bottles. And, for every photo submitted between May 23 and September 30, they'll donate an additional $1 to HRC.
This isn't the first time Smirnoff demonstrated its commitment to the LGBTQ community. In the past year, the brand hosted same-sex weddings at Electric Daisy Carnival in Las Vegas, and publicly supported Stand For Rights 2017, a Facebook Live telethon in support of the American Civil Liberties Union (ACLU).
In a statement, Jamie Young, Smirnoff Brand Manager, defined the brand's stance on equality saying, “Simply put, the Smirnoff brand stands for inclusivity. Whether it’s gender, race, or 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 limited-edition "Love Wins" bottles are available nationwide.