Van Gogh Vodka, a longtime supporter of lesbian, gay, bisexual and transgender (LGBT) equality, marks its fifth anniversary partnering with the True Colors Fund. Coinciding with this year’s landmark Supreme Court decision on marriage equality, the Van Gogh Vodka brand family is thrilled to show its true colors, doubling down on the brand’s commitment to equality.
Co-founded by Cyndi Lauper, the True Colors Fund is a nonprofit organization that encourages everyone, in particular the straight community, to become informed and work together to help advance LGBT equality.
This long-standing partnership was born from a personal experience of 40-year industry veteran and Chairman and CEO of 375 Park Avenue Spirits, Norman Bonchick. Five years ago, Bonchick and Van Gogh Vodka sought out a partnership with the True Colors Fund after learning of a story of a young man who was brutally attacked due to his sexual orientation. Moved to action, a relationship with the True Colors Fund was forged, which remains today the top charitable commitment for Van Gogh Vodka in the hopes of continuing to increase awareness, and make a difference.
“Equality has always been important to us. We believe all people deserve respect, security and love, and feel reenergized to support the worthy mission of the True Colors Fund,” said Bonchick. “They have been a phenomenal partner for us and we look forward to continuing this partnership.”
To date, Van Gogh has donated more than $100,000 in financial, as well as product, donations to the True Colors Fund.
“The True Colors Fund is very thankful and celebrates our long-standing partnership with Van Gogh Vodka,” said Cyndi Lauper, co-founder of the True Colors Fund. “It is important when business leaders like Norm Bonchick and companies like Van Gogh share our commitment that everyone should be treated with dignity and respect. Their support over the past four years has played an important role in the True Colors Fund’s ability to continue to make great strides in this effort.”
Van Gogh’s partnership with the True Colors Fund has included Cocktails Without Prejudice, a multi-year, on-premise initiative where a portion of proceeds from Van Gogh cocktails sold went to the charity and 100 percent of the proceeds were matched by Van Gogh. This program was also supported with an online sweepstakes, where Van Gogh matched dollar for dollar every entry up to $15,000. The Celebrity T-Shirt Initiative was launched with limited edition shirts designed by celebrities, including Cyndi Lauper, Chelsea Handler, Idina Menzel and many others, promoting messages of equality and acceptance. Most recently, Van Gogh participated in an online auction via Charity Buzz for an at-home mixology lesson with Master Mixologist Jonathan Pogash, The Cocktail Guru.
This year also marks the 5th Annual Cyndi Lauper & Friends: Home for the Holidays benefit concert. The star-studded performance will take place December 5th in New York City, with 100 percent of the net proceeds benefiting the True Colors Fund. Van Gogh is thrilled to be a supporter for the fifth year in a row to Home for the Holidays, which has quickly become the signature event for the organization.