Gay Water, a canned vodka soda company, announced the launch of its Gay Water, introducing one of the first alcohol beverage brands to be founded and grounded in the LGBTQ+ community.

The brainchild of Spencer Hoddeson, queer influencer and previous Head of Corporate Social for Yahoo, Gay Water is more than a beverage company, it is a brand that will represent the LGBTQ+ community 365 days a year, it says. The company is on a mission to reclaim the word “gay” by making it visible every day and for everyone — at local bars, restaurants, liquor stores, grocery stores, and in peoples' homes, it adds.

"There has been a distinct lack of LGBTQ+ representation in the alcohol industry, but Gay Water aims to change this," Hoddeson, founder and CEO of Gay Water, said in a statement.  “As a company, we are focused on creating positive change in the industry through our work with vendors and employees that share our values. We want to create a brand that sparks joy every time you see and taste it."

With three simple ingredients, only 80 calories, a 4% ABV, and no sugar, Gay Water also aims to appeal to folks trying to make healthier lifestyle choices, but still want to enjoy alcohol, the company notes. Launching with four refreshing flavors: Watermelon, Lime, Peach and Grapefruit, Gay Water plans to expand to more product lines in the coming months, it says.

Packaged in 12-ounce cans, Gay Water single flavor packs of six can be purchased for a suggested retail price (SRP) of $18.25, and variety packs of twelve cans for an SRP of $36.50. Gay Water now is available online and at retailers across the United States.