Smirnoff is the ‘Vodka for the People’. That means no labels separate us— we’re the vodka for every occasion, the connector of community, the arbiter of spirited optimism. Smirnoff created ‘Color the Future’ to bring together the LGBTQIA+ community around what makes it so special: its vibrance, color and charisma.

This is a community bonded not by labels, but by spirit.

More than ever, the LGBTQIA+ community is not one-size-fits-all. It is continually breaking barriers and diversifying to better include everyone: People of color, trans and non-binary people, and people of varying intersectional identities. All of whom are united by their shared queerness.