Chicago-based
drag icon and performer Shea Couleé takes center stage at Chicago
Pride in the Park to announce the brand's most inclusive drag
fête
NEW
YORK, June 28, 2022 /PRNewswire/ -- Smirnoff is
inviting all people to Show Up and Show Off for the LGBTQUIA+
community as it serves up its most inclusive drag celebration ever.
With the help of drag royalty, Shea Couleé, Smirnoff made the
announcement at Chicago Pride in the Park, building on decades of
commitment to the LGBTQUIA+ community.
Experience the interactive Multichannel News Release here:
https://www.multivu.com/players/English/9062751-smirnoff-pride-drag-celebration/
From pageant queens, butch kings and every unique flavor of
drag in-between, the Smirnoff Show Up. Show Off! Competition will
include a sick'ning lineup of all genres of talented performers
from across the country serving up drag realness during a series of
brunch-themed events as we search for our next Pride talent. The
most showstopping will claim a spot to perform at our finale
extravaganza. Taking place now through October, the Smirnoff Show
Up. Show Off! Competition will be decided on by the people, for the
people– as part of a national fan vote hosted on the Smirnoff
Instagram channel.*
Shea Couleé (aka the "Shady Coulady") werked Chicago's Grant
Park annual event to kick off the inclusive fun. To keep the
celebration going well beyond the month of June, Smirnoff is
inviting a variety of LGBTQUIA+ icons to join the party as guest
hosts of the gag-worthy drag battles from
coast-to-coast.
"You know what's giving me life right now?! A brand celebrating
Pride outside of June," Couleé said. "I'm all about giving every
type of drag performer the chance to show up, slay and play
so I immediately jumped at the chance to do just that with the help
of Smirnoff!"
The celebration will culminate in New
York City in the fall where the fiercest top-voted kings,
queens and everyone in-between will battle it out for the crown.
The one who reigns supreme, if qualified, will be named Mx.
Smirnoff No. 21, receive a talent contract valued at
approximately $50,000 and be invited
to serve as the newest ambassador representing the LGBTQUIA+
community for Smirnoff Pride 2023. At the event, Smirnoff will also
unveil a groundbreaking surprise that everyone, no matter who you
are or where you're from, will have a chance to take part in, as an
added con-drag-ulations to the community.
"Smirnoff has a long history of championing inclusivity for the
LGBTQUIA+ community and that support has only grown stronger over
the years," says Jay Sethi, Senior
Vice President, Ready-to-Drink Category Leader, Diageo. "Show Up,
Show Off is a celebration and call to action for people to be their
most authentic selves all year round, because 30 days in June just
isn't enough and our community needs to be louder and prouder than
ever before."
With a longstanding history of supporting love in all forms,
Smirnoff has advocated alongside the LGBTQUIA+ community for a
better, brighter future and will once again donate to organizations
working to uplift and support those most at risk in the community,
by donating $250,000 to The Phluid
Phoundation.
As a brand that stands "For the People," Smirnoff is proud to
offer a delicious variety of options and a rainbow of flavors for
adults 21+ across vodka and flavored malt beverages that reflect
the full spectrum of individual tastes and the vibrant LGBTQUIA+
community.
Tune into exciting news to come including delicious drink and
drag content by visiting Smirnoff.com/en-us/Show-Up-Show-Off
and following @Smirnoff on Instagram. And no matter how you decide
to Show Up, and Show Off, please remember to drink responsibly.
*(12) performers will be pre-identified, selected and
compensated by Smirnoff to participate in the regional Smirnoff
Show Up. Show Off events leading up to the final event in
New York City on October 11. To vote for performers in events,
persons must be 21+ and follow @smirnoff on Instagram. No
compensation/consideration or other benefit will be provided in
exchange for voting.
About SMIRNOFF
Smirnoff has been giving the people what they want since 1864,
serving as a catalyst to revolutionize drinking culture across
generations: from inventing the Mule and reimagining the vodka
martini to creating a cultural mainstay that defines the flavored
malt beverage category with the launch of Smirnoff Ice in 2000.
Because the brand is dedicated to the people and their evolving
taste preferences, Smirnoff has an option for everyone along with a
dedicated history of adding fun to any occasion while keeping
diversity and inclusion at the forefront. Truly showing the power
of socializing when everyone (21+) is invited to celebrate.
The Smirnoff portfolio offers a variety of options for adults
across vodka and flavored malt beverages. Current offerings include
foundations in Smirnoff No. 21 Vodka and Smirnoff Ice, a line of
flavors in North America and
ready-to-serve flavored malt beverages including Smirnoff Seltzer
and Smirnoff Ice Smash. From culturally relevant limited editions
to new innovations and zero sugar offerings, Smirnoff has always
been known for quality and affordability, and prides itself on
giving the people what they want.
About Diageo North America
Diageo is a global leader in beverage alcohol with an
outstanding collection of brands including Johnnie Walker, Crown Royal, Bulleit and
Buchanan's whiskies, Smirnoff,
Cîroc and Ketel One vodkas, Casamigos, DeLeon and Don Julio tequilas, Captain Morgan,
Baileys, Tanqueray and Guinness.
Diageo is listed on both the New York Stock Exchange (NYSE: DEO)
and the London Stock Exchange (LSE: DGE) and their products are
sold in more than 180 countries around the world. For more
information about Diageo, their people, brands, and performance,
visit www.diageo.com. Visit Diageo's global responsible drinking
resource, www.DRINKiQ.com, for information, initiatives, and ways
to share best practice. Follow on Twitter and Instagram for news
and information about Diageo North America: @Diageo_NA.
MEDIA CONTACTS:
Nicole Anastasi
DIAGEO
nicole.anastasi@diageo.com
704-796-9992
TAYLOR
Smirnoff@taylorstrategy.com
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SOURCE Smirnoff