Vizzy celebrated National Coming Out Day in a big way this year; the hard seltzer company announced a $1 million commitment to the Human Rights Campaign (HRC), the country’s largest organization dedicated to LGBTQ civil rights.

The pledge marks the start of a long-term relationship between HRC and the Molson Coors owned seltzer company, which hit stores this past April. In addition to the monetary donation, Vizzy will support HRC in its anti-discrimination work as they develop “impactful and meaningful programming,” per the press release.

According to its mission, “the Human Rights Campaign strives to end discrimination against LGBTQ people and realize a world that achieves fundamental fairness and equality for all. HRC envisions a world where lesbian, gay, bisexual, transgender and queer people are ensured equality and embraced as full members of society at home, at work and in every community.”

The beverage company, famous for its vitamin C fortified seltzer, is committed to HRC’s work. Elizabeth Hitch, senior marketing director for Vizzy Hard Seltzer, is excited about the new initiative.

“The $1 million donation to HRC is just the first step Vizzy will take in its commitment to consistently show up for the LGBTQ community,” said Ms. Hitch. “Vizzy was built as a brand that is proud of what makes it different – Antioxidant Vitamin C. These brand values put inclusivity at the heart of our brand DNA which is why we are so excited to make this commitment to the LGBTQ community and HRC.”

HRC is also optimistic about the new partnership, and called on other brands to follow Vizzy’s lead. “We are incredibly grateful for Vizzy’s support of the Human Rights Campaign’s crucial work,” said Jason Bricker, HRC’s director of corporate relations/ development.

“Thanks to Vizzy’s generosity, HRC will be able to deepen our work fighting for full equality for all LGBTQ people. Vizzy is showing how brands can demonstrate their true commitment to fighting for causes that matter and provides a true example of a company building inclusivity into its DNA.”

The partnership will also have a social component; Vizzy plans to work with “influential LGBTQ voices” to highlight HRC’s work across its channels.

Launched just six months ago in the midst of the COVID-19 pandemic, Vizzy is the only seltzer made with vitamin C which it sources from acerola cherries. The first seltzer released under Molson Coors growing portfolio, Vizzy comes in four distinct flavor combos: Pineapple Mango, Black Cherry Lime, Blueberry Pomegranate, and Strawberry Kiwi.

In spite of its late entry, Molson Coors is committed to its long term hard seltzer strategy. It even dropped “Brewing” from its name earlier this year as a sign of its commitment to the beer alternative market; it is now known as the Molson Coors Beverage Company.

Joining Vizzy in the Molson Coors beverage family is Coors Seltzer, a recently launched spiked and sparkling beverage committed to restoring America’s rivers. The maker of Miller Lite recently announced another major partnership as well; it will partner with Coca-Cola to bring Topo Chico Hard Seltzer to US markets.

Erin Grafton
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