Vizzy Hard Seltzer has launched limited-edition packaging in key markets to celebrate Pride Month.

Created in partnership with the Human Rights Campaign, Vizzy’s papaya passionfruit hard seltzer will be sold in slim cans featuring seven vibrant colours and text that reads: “Love Your Identity, Live Past Labels.”

“What we love about this packaging is that it goes beyond the standard rainbow packaging you see this time of year. Vizzy has always been very different – we’re bold, we’re orange, we stand out – and we wanted our Pride packaging to do the same thing,” says Katie Powell, associate marketing manager for Vizzy. 

“We wanted something that had meaning and would resonate with LGBTQ+ individuals and allies.”

Vizzy has sought to make inroads in the LGBTQ+ community since its debut last spring. Its efforts include a three-year partnership and $1 million donation to the Human Rights Campaign, or HRC, the nation’s largest LGBTQ+ advocacy organisation.

Molson Coors Beverage Company has long been a supporter of HRC. It has supported events, including its annual National Dinner, and has notched a perfect score on HRC’s Corporate Equality Index for 18 years and running.

“Vizzy is a strong advocate for the LGBTQ+ community and a brand that champions the community 365 days a year, not just during Pride,” Powell says.

To that end, Vizzy has established the Vizzy Live Proudly Registry, which may be the first gift registry created specifically for transgender people. Vizzy designed its Vizzy Live Proudly Registry to allow people in the trans, queer and non-binary communities, to curate a list of items to aid them in their transition. 

The list can be shared with friends and allies who can donate or purchase items on their behalf.

“The Live Proudly Registry was created to celebrate and affirm the trans and non-binary communities as they journey towards becoming their true selves,” Powell says. “Our hope with this platform is to shine a light on this community and celebrate people as they are.”

Vizzy partnered with four trans- and queer-owned businesses:

• gc2b whose products include chest binders for trans people by trans people;
• FLAVNT, which makes Pride streetwear;
• We Are Fluide, a company that manufactures, cosmetics for all gender expressions; and
• A Tribe Called Queer, which sells gender-neutral clothing.

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