In celebration of women, Van Gogh Vodka has created a new female empowerment campaign: #GoghGirl. The company teamed up with artist Kate Worum to design its first limited-edition custom label for its 80-proof vodka.
Based on the brand’s namesake artist, Worum’s design is an homage to Oleanders by Vincent Van Gogh. The bottle will also feature the words #GoghGirl, a hashtag that shows support and encouragement to all women, the company says.
This bottle will be available at retail in early March. International Women’s Day is March 8.
Van Gogh will donate $1 per bottle sold of this limited-edition offering to ArtTable, an organization dedicated to advancing the leadership of women in the visual arts.
“I love to bring joy (to my work) just by bringing color and beautiful art that makes people feel good,” says the feature artist Worum. “When I thought about designing the label, I sat down and looked through all of his paintings and when I came across the Oleanders painting, I knew that was one I just wanted to take an element of and then build off it.”
“I want them (consumers) to walk into a store, see it on the shelf and say, ‘That needs to go on my bar cart’,” she adds.
Another part of this campaign is celebrating women in the cocktail world with on-premise activations. Van Gogh has partnered with Johnny Caldwell and Taneka Reaves — the Cocktail Bandits — who travel to educate other bartenders and restaurateurs. Their focus is on female empowerment through advocacy in the worlds of food and beverage.
These bottles are only available in 750-ml., and in limited quantities.