Beverage Industry logo
search
cart
facebook twitter linkedin youtube
  • Sign In
  • Create Account
  • Sign Out
  • My Account
Beverage Industry logo
  • NEWS
    • R&D News
    • Supplier News
  • PRODUCTS
    • New Products
    • Reader's Choice Poll
  • CATEGORIES
    • Alternative Drinks
    • Beer
    • Bottled Water
    • Cannabis Beverages
    • Carbonated Soft Drinks
    • Energy Drinks & Shots
    • Juice & Juice Drinks
    • Plant-Based Beverages
    • Sports Drinks
    • Tea and Coffee
    • Wine & Spirits
  • R&D
    • Beverage R&D Features
    • Ingredient Spotlight
  • PACKAGING
    • New Packages
    • Packaging Equipment
    • Packaging Material
  • OPERATIONS
    • Distribution
    • Plant Focus
  • TOP LISTS
    • Beer Market Report
    • Executive of the Year
    • State of the Beverage Industry
    • Top 100 Beverage Companies
    • Truck Report
    • Wholesaler of the Year
  • MEDIA
    • eBook
    • Podcast
    • Polls
    • Videos
    • Webinars
  • DIRECTORIES
    • Annual Manual
    • Contract Packaging Guide
    • Take a Tour
  • MORE
    • Classifieds
    • Channel Strategies
    • eNewsletters
    • Events
      • Membrane Technology Forum
    • Interactive Product Spotlights
    • Market Insights
    • Sponsor Insights
    • Store
    • White Papers
  • EMAG
    • eMagazine
    • Archived Issues
    • Advertise
  • SIGN UP!
Beverage NewsWine & Spirits

Smirnoff partners with SideBarre for virtual workout classes

Vodka, flavored malt beverage brand donates $50K to Black Girl Ventures

Smirnoff SideBarre
March 1, 2021

As part of the brand's ongoing commitment to the Black community, Smirnoff is partnering with Washington, D.C.-based fitness studio, Black women-owned small business SideBarre to give adults (21 and older) across the United States the opportunity to attend a series of complimentary, inspirational virtual bar(re) classes from home in support of Black women entrepreneurs across the country. 

In honor of the SideBarre partnership and stemming from the brand's $500,000 commitment to the Black Community, Smirnoff will pledge $50,000 from those dollars to Black Girl Ventures – a charitable organization whose goal is to provide access to community and capital targeting Black and Brown women-identifying business founders.

Scheduled to kick-off at the start of Women's History Month with the first session on March 3, the series of classes will be led by SideBarre founder, Jillian Carter, and her two founding instructors Maya Dennis and Alexis Miller, but these won't be just any typical barre class. Attendees will be joined alongside some of their favorite stars including actor and producer Laverne Cox; actor, activist and author Diane Guerrero; and professional soccer player Megan Rapinoe, for a guided inspirational barre classic, cardio, stretch combination session.

After the class, participants will hydrate (responsibly with water) before joining Smirnoff, SideBarre and their celebrity friends at the Smirnoff Bar for an intimate Q&A session followed by a virtual happy hour. During the cocktail portion of the session, Cox, Guerrero and Rapinoe will join a local mixologist behind the bar to show viewers at home how to mix-up some easy-to-make cocktails using Smirnoff Zero Sugar Infusions including the NEW Smirnoff Zero Sugar Infusions Lemon & Elderflower, as well as some alcohol-free mocktail options.

"As a brand that is built on inclusivity and diversity, Smirnoff is proud to rise to the occasion to support Black women entrepreneurs by partnering with and donating to SideBarre and Black Girl Ventures," said Jennifer Holiday Hudson, North America Brand Leader for Smirnoff, in a statement. "Through this program, we want to take actions to highlight those in local communities making a difference in helping build a better, more equitable society. By working with some of our partners like Laverne Cox, we hope that we can help facilitate important conversations and inspire people at home to take the time to focus on self-care, while also supporting Black women-owned businesses in their own communities."

Over the last year, the home has become the center of wellbeing and consumers now more than ever are looking to find at-home rituals that they can incorporate as part of their routines. With the new campaign, Smirnoff is hoping to provide consumers with fun experiences while supporting a charitable cause everyone can get behind.

"At SideBarre, we couldn't be more ecstatic to partner with Smirnoff; a brand that understands the importance of diversity and inclusivity," Carter said. "These same traits are also what inspired me to pursue the dream of creating my company in 2018. Along with my founding instructors, Maya Dennis and Alexis Miller, we're on a mission to increase fitness and wellness within our community. As we make strides to do this, we're excited to see our young company's brand and reach continue to grow as well as support other Black women entrepreneurs this Women's History Month!"

Adults in the U.S. (21+) can reserve their spot for one of the classes at SideBarreDC.com/MeetUsAtTheBarre and choose the date that works best for their schedule. Class spots are available on a first-come-basis.

"Smirnoff, barre class and giving back? Nothing could be better." Cox said. "I love working with Smirnoff because they provide opportunities that go beyond their delicious products and focus on empowering a variety of communities. Even though we will be sipping on cocktails with the new Smirnoff Zero Sugar Infusions Lemon & Elderflower, we're also going to be talking about important issues like what are some challenges facing Black women entrepreneurs currently and how allies can help show their support. I can't wait to meet everyone at the (virtual) bar(re)."

KEYWORDS: beverage marketing campaign donation Smirnoff

Share This Story

Looking for a reprint of this article?
From high-res PDFs to custom plaques, order your copy today!

Recommended Content

JOIN TODAY
to unlock your recommendations.

Already have an account? Sign In

  • top 100 beverage companies

    Top 100 Beverage Companies of 2024

    For the global beverage market, mergers and acquisitions...
    Carbonated Soft Drinks
  • Chocolate, Strawberry, Vanilla shakes

    Classic flavors provide reliable, consistent results for beverage-makers

    Classic flavors of chocolate, vanilla and strawberry...
    Ingredient Spotlight
    By: Chloe Alverson
  • Free Spirits Instant Bar Bundle

    Lifestyle trends drive growth for non-alcohol category

    As lifestyle trends continue to drive growth for the...
    Wine & Spirits
    By: Lauren Sabetta
Manage My Account
  • eNewsletters
  • Online Registration
  • Subscription Customer Service
  • eMagazine Subscription
  • Manage My Preferences

More Videos

Sponsored Content

Sponsored Content is a special paid section where industry companies provide high quality, objective, non-commercial content around topics of interest to the Beverage Industry audience. All Sponsored Content is supplied by the advertising company and any opinions expressed in this article are those of the author and not necessarily reflect the views of Beverage Industry or its parent company, BNP Media. Interested in participating in our Sponsored Content section? Contact your local rep!

close
  • Fourpeople toasting with cocktails made with low-sugar ingredients, celebrating healthier drink options.
    Sponsored byCargill

    What’s Hot in Sugar Reduction: Beverages

  • chocolate milk
    Sponsored byCargill

    Sweetening the Future for Dairy and Dairy-Alternative Beverages

  • woman pouring a drink
    Sponsored byFFP

    Building a Beverage System: Meeting Consumer Demand for Precision Wellness

Popular Stories

Celsius Fizz Free

CELSIUS launches new Fizz-Free flavors

PepsiCo.jpg

PepsiCo advances AI agenda

Narragansett Beer 1975 cans

Narragansett Beer celebrates 50 years of ‘Jaws’

Top 100 Beverage Companies of 2024

Events

April 16, 2025

2025 State of the Industry Series: Alcoholic Beverages

On Demand In Beverage Industry’s annual State of the Industry: The Alcohol Beverage Market, analysts at S&D Insights LLC delve into these trends and how they’re shaping the industry.

July 15, 2025

Understanding the Best Material Type for Your Conveyor Systems

Leveraging decades of beverage production expertise, join Regal Rexnord’s Jeremy Fryman, Beverage Industry Marketing Manager and Tom Eure, Senior Account Executive as they dive into the landscape of plastic conveyor belt materials on the market and how to select the proper material type by application.

View All Submit An Event

Poll

Retail Coffee Segment

What retail coffee segments will fare well into the next year?
View Results Poll Archive

Products

Milk and Dairy Foods Nutrition, Processing and Healthy Aging

Milk and Dairy Foods Nutrition, Processing and Healthy Aging

See More Products

Related Articles

  • Flo Rida with Celsius

    Celsius partners with rapper Flo Rida for new pre-workout drink

    See More
  • Beverage News

    Smirnoff partners with popular TV personalities

    See More
  • Bud Light Showtime Cam

    Bud Light teams with NFL, Twitter for virtual fan experience

    See More

Related Products

See More Products
  • nanoinbev.jpg

    Nanoengineering in the Beverage Industry 1st Edition

  • food and bev control.jpg

    Food and Beverage Cost Control, 7th Edition

  • nutrients.jpg

    Nutrients in Beverages 1st Edition

See More Products
×

Elevate your expertise in the beverage marketplace with unparalleled insights and connections.

Join thousands of beverage professionals today. Shouldn’t you know what they know?

JOIN NOW!
  • RESOURCES
    • Advertise
    • Contact Us
    • Directories
    • Store
    • Want More
  • SIGN UP TODAY
    • Create Account
    • eMagazine
    • eNewsletter
    • Customer Service
    • Manage Preferences
  • SERVICES
    • Marketing Services
    • Reprints
    • Market Research
    • List Rental
    • Survey/Respondent Access
  • STAY CONNECTED
    • LinkedIn
    • Facebook
    • YouTube
    • X (Twitter)
  • PRIVACY
    • PRIVACY POLICY
    • TERMS & CONDITIONS
    • DO NOT SELL MY PERSONAL INFORMATION
    • PRIVACY REQUEST
    • ACCESSIBILITY

Copyright ©2025. All Rights Reserved BNP Media.

Design, CMS, Hosting & Web Development :: ePublishing