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)."