Effen Vodka launches 2021 Pride 365 Bottle

American vodka brand Effen has launched its latest special-edition Pride bottle to show its support for the black and LGBTQ+ communities.

The Effen Vodka 2021 Pride 365 bottle has been produced in collaboration with non-profit organisation Allies in Arts, with a proportion of sales from the bottles being donated to the organisation.

Effen commissioned Chicago-based LBGTQ+ artist and street muralist Sam Kirk to design the bottle, which is going on sale across the US. 

It has also commissioned two members of the Allies in Arts community to create vinyl decals for fans to decorate their Effen Vodka bottles at home. These include the Boldly Black collection, illustrated by queer nonbinary Afro-Latinx artist Acacia Rodriguez, and the Pride 365 collection, by trans artist and activist Kyle Lasky.

Of the partnership, Kyle said: "We are very grateful for Effen's partnership in support of our mission to promote and hire artists who are women, BIPOC, and queer."

Ivan Hidalgo, senior marketing director of regional brands at Beam Suntory, said: "We're huge fans of Sam's work and thrilled with how the Pride 365 bottle came out.

"There's no doubting the immense obstacles and barriers the LGBTQQIA2S and black communities continue to face, and we are honoured to join forces with Allies in Arts and Sam to create the 2021 Pride 365 bottle, not only showcasing the Pride colours but really supporting the underrepresented artists in these communities."

Effen Vodka has created limited-edition Pride bottles since 2018 to support self-expression and diversity and champion the LGBTQ+ community.

10 April 2021 - Bethany Whymark