Diageo has expanded its vodka portfolio with the launch of American Anthem, a brand which will give back to the US’s military through two charitable partnerships.
With ingredients sourced from America’s heartland, the new vodka uses corn from both Indiana and Iowa. Other Diageo vodka brands include Smirnoff, Ketel One and Cîroc.
American Anthem will donate $1 from each bottle made, split between Operation Gratitude and The Mission Continues – two charitable organisations that support US military personnel and their families.
Ryan Robertson, American Anthem brand director, said: “American Anthem inspires us to unite with the pride, the generosity, the people and the uniquely American values of the place we call home.
“It’s a privilege to partner with two great charitable organisations, Operation Gratitude and The Mission Continues, and we’re honoured to be able to offer additional local engagement opportunities for consumers to give back with these partners via our brand website.”
Operation Gratitude CEO Kevin Schmiegel said: “We are excited to partner with American Anthem to expand our support of our military and our mission to give everyone over legal drinking age a way of expressing their appreciation to those who serve.
“Providing opportunities like this for our nation to say ‘thank you’ to service members and their families is critically important, because so many grateful citizens want to do so, but many don’t know how.”
Earlier this month Diageo’s Ketel One released a range of vodkas in the US flavoured with botanical ingredients.
© FoodBev Media Ltd 2022
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