Crystal Head Vodka releases limited-edition Pride month packaging amid criticism

29 Jun 2023 --- Crystal Head Vodka has adorned its signature skull bottle in multicolor splatters creating a limited-edition “Paint Your Pride” bottle in honor of this Pride month.

The 750 mL skull shape is made to “symbolize life and reflect power and enlightenment.” The temporary bottle displays a colorful, paint-splattered design against a white bottle with the integration of colors to “celebrate the diversity and inclusivity of the LGBTQ+ community.”

“For us at Crystal Head Vodka, we are committed to creating a space for all people to feel free, safe and equal, including the LGBTQ+ community,” a Crystal Head Vodka spokesperson tells Packaging Insights. 

“We support the LGBTQ+ community and the challenges being faced, and we will continue to be involved with LGBTQ+ global foundations, charities and organizations. Our Pride-decorated bottle allows us to create awareness, share our allyship and celebrate steps toward acceptance and equal rights for all.” 

Supporting the community
Crystal Head Vodka tells us Pride relates to its Paint Your Pride bottle release since art empowers social change and fosters community. “Therefore, this bottle is an influential tool empowering LGBTQ+ creators.”

Crystal Vodka supports LGBTQ+ organizations throughout the year. When asked why companies launch limited-edition packaging during Pride month, the spokesperson says the packaging “shines proudly and brightly to celebrate diversity and equality, and inspires freedom of expression and creative thought.”

“Art is an essential tool of empowerment LGBTQ+ creators embrace as a means of positive visibility and proud, authentic self-representation. We’re thrilled that this bottle embodies these values quintessential to the Crystal Head brand and LGBTQ+ community,” adds Dan Aykroyd, founder of Crystal Head Vodka. 

Crystal Head Vodka’s bottle contains the original vodka crafted from Canadian corn, offering neutral grain aromas with a citrus taste. The flavor has a hint of sweetness and vanilla, ending with a creamy finish, says the company. The alcohol is sugar-free, gluten-free and seven times filtered.

Alongside the bottle, the company has released a Pride cocktail collection. Some of the names for the drinks include Ruby Red Respect, Spritz for Equality, The Change Maker and Unite & Delight. 

The last Pride bottle Crystal Head Vodka released was its rainbow bottle, launched in 2020. 

Rainbow capitalism
In the past few years, companies have been called out for creating Pride-related packaging as “performative activism,” meaning a form of activism to increase social and economic capital rather than a devotion to the cause. Doing so is often referred to as “rainbow capitalism.”

In response to accusations of profiteering from Pride, Crystal Head Vodka’s spokesperson says it is “simply not true. It is the opposite. When it comes to the Pride bottle, we do not charge more for the bottle. It costs us 50% more to produce this bottle than any of our other bottles (Original, Aurora, Onyx). We make this bottle to promote change, awareness and to support the LGBTQ+ community as much as we can.”Companies scale back Pride-related products over the fear of backlash. 

On the other hand, companies such as Bud Light have been receiving criticism from people denouncing the creation of LGBTQ+-related packaging, who vowed to never purchase from the brand again after it partnered with trans influencer Dylan Mulvaney. 

Companies are now navigating how to make a statement while dodging critiques from both sides of the spectrum. As a result, this year has seen fewer Pride packaging releases.

Crystal Head Vodka says it reinforces its commitment to supporting LGBTQ+ communities with continuous global efforts during Pride month and throughout the year.

“We are dedicated to using our platform to educate, support and value our many partnerships with LGBTQ+ communities worldwide. LGBTQ+ organizations we support are Kaleidoscope Trust, Lurie Children’s Hospital Transgender Youth Program, Chicago House and Human Rights Campaign.” 

Navigating public criticism
Packaging Insights previously reported that brands once concerned about being ostracized for showing support during Pride Month are now more invested in ensuring their advocacy is received as genuine.

According to a 2021 report from US-based media monitoring organization GLAAD, marketing and ad executives were more concerned about the risks of inauthentic representation and negative responses from LGBTQ+ consumers than discriminatory backlash for LGBTQ+ inclusion.

“We are committed to supporting and donating to over ten foundations throughout the Pride bottle release and the year. Crystal Head Vodka has been supporting pride organizations for many years, and we will continue to do so for years to come,” concludes the spokesperson.

By Sabine Waldeck