With the mission to spread positivity, inspire and entertain people, and most importantly, support the bartender community, Reyka Vodka launched a new campaign — Beard of the Week. Each week from April 20-May 15, the Icelandic vodka hosted a different “beard theme” for consumers to send submissions in using the hashtag #Reyka Beard. In addition to asking people to embrace their new looks by growing out their beards, turning a ponytail into a beard, etc., respondents won weekly prizes such as Drizly gift cards, Reyka goods and Beardbrand grooming products. Additionally, each time the hashtag #ReykaBeard was used, Reyka Vodka donated $5 to William Grant & Sons Stand Fast Campaign, a multi-pronged relief effort to support the on-trade community and help bartenders get back to work.