Sales from the Pride Gin will help the non-profit organisation keep the parade free for everyone to attend.
Pride Gin will be sold at several bars in Soho, as well as available to buy at Harvey Nichols and Gerry’s Wine & Spirits on Old Compton Street from mid-June.
Kieron Yates, deputy director of fundraising at Pride in London, said: “We’re incredibly excited to launch Pride Gin as the spirit of the Pride season and can’t wait to raise a glass with everyone at the Parade next month.
“Profits from each bottle or glass sold go back into keeping Pride in London free for everyone to attend, so supporting the community couldn’t be easier than getting your hands on a bottle and pouring yourself a G&T or a rainbow cocktail – cheers to that.”
Volunteer-organised event
The gin has been uniquely distilled in the UK for Pride in London and is described as “a quintessentially world-class juniper led London Dry Gin with a crisp, citrus finish”.
The limited-edition drink pairs especially well with Mediterranean-style or aromatic tonics.
Its label is made from sugar, reflecting the organisation’s commitment to sustainability.
Pride in London volunteers hope that more than 1m people will turn out in the capital to support the official parade on Saturday 6 July.
The organisation is run by 150 volunteers who, last year, contributed more than 71,000 hours to the one-day event, with a monetary value of over £2.1m.
Pride Gin is available in 70cl format in-store and online at Gerry’s Wines & Spirits with an RRP of £25, and at Harvey Nichols for £36.
