Smirnoff renews partnership with LGBT groups for Pride promotions

Vodka brand Smirnoff has renewed its partnership with the LGBT Foundation and Stonegate Pub Company for Pride 2019.

The collaboration will involve Stonegate venues across key cities in the UK, with a percentage of sales from selected Smirnoff drinks sold during the pride events donated to LGBT Foundation.

Smirnoff has pledged to donate 50p from every Smirnoff Soda Smash sold at participating Stonegate venues during London Pride (6th July), Brighton Pride (3rd August), Leeds Pride (4th August) and Manchester Pride (24th August).

The Diageo-owned vodka brand has a well established relationship with annual Pride celebrations.

In 2017 began supporting the Village Angels nightlife street safety service offered in London in the same year, which sees volunteers operating around popular nightlife areas within cities to give advice on safe nightlife spaces for members of the LGBT community, as well as helping people to report crimes and responding to serious incidents.

The service will again be available in Pride 2019, providing support where needed and encouraging responsible drinking.

Diageo Rainbow Network’s Drink IQ water points will also return to London Pride in 2019, following a successful launch last year. With an increased team of volunteers, the Rainbow Network will be keeping revellers hydrated throughout the celebrations.

Sam Salameh, Head of Smirnoff, said the campaign’s renewal “builds upon the positive work we have already begun with the LGBT Foundation to improve nightlife safety.”

“In helping to expand the Village Angels team in London and at Pride events we hope to make nightlife safer and we look forward to seeing the positive impact that this fundraising drive will have on the much-valued work and services that the Angels provide.”