Stoli, one of the world’s most recognised vodka brands and a long-standing champion of the LGBTQ+ community, is set to make its biggest statement yet in the UK on-trade this summer with the launch of an ambitious nationwide Pride campaign centred around Brighton Pride 2026.
Combining the UK debut of Stoli Halapeño, the introduction of Stoli Ginger Beer, dedicated wholesale activation, national retail support and a city-wide hospitality programme, the campaign represents a significant investment in the UK drinks trade while celebrating one of Europe’s largest, proudest and most commercially important Pride festivals.
For decades, Stoli has proudly stood alongside the LGBTQ+ community, celebrating individuality, championing inclusion and raising a glass to those who continue to inspire change. Long before Pride partnerships became commonplace, the brand established itself as one of the drinks industry’s most authentic allies through global Pride collaborations, charitable initiatives including the Harvey Milk Foundation, limited-edition packaging and campaigns celebrating authenticity, equality and self-expression. Brighton Pride 2026 marks the latest chapter in that enduring relationship.
Running throughout July before culminating at Brighton Pride from 1st–3rd August, the integrated activation has been developed to support customers across every stage of the route to market, creating opportunities for wholesalers, retailers, licensed operators and consumers alike.
Leading the programme is the UK launch of Stoli halapeño , an exciting new flavoured vodka that combines Stoli’s exceptionally smooth premium vodka with the vibrant warmth and natural character of jalapeño pepper. Developed to meet growing demand for spicy , contemporary cocktail flavours, the new expression has been created with bartenders firmly in mind, offering operators a versatile spirit capable of elevating signature and classic serves whilst tapping into one of the fastest-growing flavour trends in the premium cocktail market.
To support the launch, Stoli has developed a comprehensive activation package for the on-trade, including branded T-shirts, coasters and shooter glasses, helping venues create theatre behind the bar while driving visibility and trial throughout Pride season and beyond.
At the heart of the activation is the Spicy Mary Shooter, a premium 50ml Bloody Mary-inspired serve created specifically around Stoli Halepeno. Designed as a fast, high-margin festival serve, it offers operators a commercially attractive addition to their menus during one of the busiest weekends in the hospitality calendar. Alongside this, bartenders will also showcase the Spicy Passion, combining Stoli halapeño with passion fruit and pineapple for a vibrant summer cocktail designed to demonstrate the versatility of the new expression.
Supporting the product launch is the introduction of Stoli Ginger Beer, which will feature across all principal Brighton Pride festival bars throughout the weekend, becoming the official mixer behind the Stoli Mule and ensuring consistent visibility for the Stoli brand across every major licensed outlet within the festival.
Away from the festival site, Stoli’s investment continues across wholesale through a dedicated ‘Stoli By The Sea’ activation at Booker Brighton. Inspired by Brighton’s iconic seafront, the installation will feature bespoke floor-standing display unit, branded deckchairs and parasols, creating standout theatre at point of purchase while supporting independent retailers, pubs, bars and licensed operators preparing for Pride weekend.
The campaign extends into the off-trade through a nationwide rollout of Stoli’s limited-edition ‘Cheers to Pride’ bottle, available throughout the summer across major grocery partners including Tesco, Sainsbury’s, Waitrose and Morrisons, while dedicated e-commerce activity will ensure the campaign reaches consumers wherever they choose to shop.
Together, the activity demonstrates Stoli’s commitment to supporting every stage of the customer journey, creating a seamless campaign that spans wholesale, retail, e-commerce and hospitality.
Across Brighton itself, the brand will partner with a number of the city’s best-known venues, supporting both iconic LGBTQ+ establishments and respected hospitality operators. Venues including R Bar, Revenge, The Cleveland Arms and The Chimney House will form part of the wider activation, demonstrating Stoli’s belief that Pride should be celebrated across the entire hospitality sector while creating meaningful commercial opportunities for operators.
The centrepiece of the campaign will take place during the famous St James’s Street Party, where Stoli will host a dedicated branded bar serving a menu of signature cocktails, Stoli Halapeño serves and Stoli Ginger Beer throughout Pride weekend. Located within the heart of Brighton’s LGBTQ+ district, the activation places the brand at one of the UK’s best-known Pride celebrations, creating a vibrant destination for thousands of festival-goers.
At the same time, Stoli will operate the official cocktail bar within the VIP Pavilion at Preston Park, transforming the space into Stoli By The Sea; a premium hospitality experience inspired by Brighton’s coastline. Guests will enjoy a curated cocktail menu featuring the refreshing Stoli Spritz, the classic Stoli Mule, the tropical Spicy Passion and the new Spicy Mary Shooter, all served within an immersive festival environment overlooking the main stage.
The campaign has been designed not simply as a festival sponsorship, but as a fully integrated commercial activation that delivers tangible value across wholesale, retail and hospitality whilst celebrating one of the UK’s most important cultural events.
Selene Cakmak Rathee, marketing director, Amber Beverage UK, said: “Brighton Pride provides the perfect stage to showcase everything Stoli stands for. This campaign is about much more than introducing Stoli Halapeño; it’s about investing in our customers, supporting our hospitality partners and celebrating a community that has been part of the Stoli story for decades. By bringing together wholesale, retail, on-trade activation and immersive consumer experiences, we’re creating a campaign that delivers meaningful value across every channel while reinforcing our continued commitment to the LGBTQ+ community.”
As consumers increasingly seek memorable experiences alongside premium drinks, Stoli’s Brighton Pride programme demonstrates how authentic brand heritage, product innovation and meaningful investment in the trade can come together to create one of the UK’s most ambitious summer drinks activations
