Vizzy Hard Seltzer has a new Community Impact Director – Queen Priyanka. The international artist and drag superstar’s first task is to launch the #Vizzybility Project – a creative arts grant program designed to increase visibility for LGBTQ+ artists. #Vizzybility is the brand’s first national campaign in Canada.
The grant program will provide funding to LGBTQ+ artists, along with national placements for art projects in mass media, and one-on-one mentorship from Queen Priyanka. Four emerging artists will be selected to receive the grant, valued at approximately $35,000.
Artists interested in applying for the grant can learn more here.
“Queen Priyanka embodies what Vizzy represents: It’s a brand built on celebrating its own difference, the acerola cherry. Queen Priyanka, similarly, is all about embracing her differences and celebrating them,” said Maddie Gillmeister, brand manager for Vizzy in Canada.
Queen Priyanka became the first performer to win Canada’s Drag Race in 2020, and the artist is excited to help spread the #Vizzybility. The new partnership comes just in time for Pride month.
“I know first-hand what it feels like to be under-represented and have my art not as easily supported as others,” said Queen Priyanka.
“As Vizzy’s Community Impact Director, we’re going to expose the fabulous talents of the LGBTQ+ artist community and I’m especially looking forward to working personally with the grant recipients to elevate and be proud of their art. I’ll be spreading that #Vizzybility and sipping that Vizzy like it’s my job, y’all.”
The first hard seltzer made with the antioxidant vitamin C, Vizzy celebrated National Coming Out Day
last year by pledging $1 million to the Human Rights Campaign (HRC), the US’s largest LGBTQ+ civil rights organization.
The announcement kicked off Vizzy’s corporate social responsibility commitment to advancing LGBTQ+ rights. In Canada, the seltzer brand teamed up with the Queer Collective
, an organization “committed to creating accurate & positive representation for every subgroup” of the LGBTQ+ community.
The #Vizzybility campaign is the beverage brand’s latest effort to show up for the queer community in meaningful ways, and Queen Priyanka is the perfect new ambassador.
“Vizzy is a brand built on being proud of what makes it different,” said Leslie Malcolm, marketing director for Vizzy Hard Seltzer.
“Helping to make someone feel seen for their whole self, differences and all, is true to our DNA and we look forward to making a long-term and positive impact to the vibrant LGBTQ+ community in Canada.”
Vizzy, the first hard seltzer released by Molson Coors, gets its famous vitamin C from the superfruit acerola cherry. It just released its second variety 12-pack featuring four fun new flavor blends.
The new flavors include Blackberry Lemon, Papaya Passionfruit, Raspberry Tangerine, and Watermelon Strawberry. Each can contains 100 calories, 2 grams of carbs, 1 gram of sugar, and 5% ABV.
Vizzy also recently released its own lemonade hard seltzer variety pack, a major expansion for the brand. The spiked and sparkling lemonade is available in Peach Lemonade, Raspberry Lemonade, Strawberry Lemonade, and Watermelon Lemonade.
We’re excited to see how the new community impact director will make her mark on Vizzy.
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