• by Fern Siegel , June 14, 2023

Hotel Tango Distillery has launched its fourth annual pride series bottle packaging for June, created by agency-of-record Young & Laramore.

The product launch is being supported by organic social media.

Though some brands have come under fire for supporting the gay community, this veteran-owned spirits brand has been a sponsor or partner with Indy Pride for the last several years.

For every bottle of Hotel Tango Pride sold, the brand donates $1 to the Modern Military Association of America, the nation's largest organization of LGBTQIA+ service members, military spouses, veterans, their families and allies.

Brazilian artist Jun Ioneda created the 2023 design that salutes "Fervo é Luta," Brazilian saying among the LGBTQIA+ community, loosely translated as: "To party is to fight/resist."

Y&L also used open-source WebAR triggered by a QR on the tag to create an AR experience for users.

“A core part of what makes Hotel Tango who we are is our inclusive spirit: We welcome all and serve all," said Travis Barnes, founder-CEO at Hotel Tango Distillery.

"Fervo e Luta" reminds us that even though we need to be strong and serious about important matters for our community, it's equally important that we let ourselves enjoy life at its best," said Ioneda.

Hotel Tango unveiled its new product line — toasted marshmallow bourbon ‘Shmallow and blueberry gin Navyberry — in March.

.