NEW YORK, March 22, 2011 /PRNewswire/ -- ROKK Vodka, the recently launched freeze-filtered Swedish vodka and national presenting partner of the 22nd Annual GLAAD Media Awards, launched its premiere partnership last night at the New York City Awards by going above and beyond its presenting partner title and making an even larger contribution to the GLAAD community. The Gay & Lesbian Alliance Against Defamation (GLAAD), serves as the nation's lesbian, gay, bisexual and transgender (LGBT) media advocacy and anti-defamation organization.

(Photo: http://photos.prnewswire.com/prnh/20110322/NY69668 )

As is expected of the bold vodka brand that dares to venture beyond the ordinary, ROKK Vodka took its role as the national presenting partner of the GLAAD Media Awards to the next level. In addition to providing the means for attendees to celebrate responsibly at the New York Awards Show Saturday night at the Marriott Marquis, ROKK rolled out a blue carpet for celebrities to walk; encouraged presenters and award winners to incorporate "ROKK Vodka" into their speeches for a charitable contribution from the brand; and asked celebrities to autograph a ROKK-inspired piece of artwork from noted fashion and celebrity photographer, Mike Ruiz. These initiatives are planned for the Los Angeles and San Francisco awards show as well.

In an effort to raise even more money for GLAAD, ROKK has pledged to donate extra dollars every time "ROKK Vodka" is said during both acceptance speeches and introductory speeches at all three award shows. The final results will be tallied and donated to GLAAD after the GLAAD Media Awards in San Francisco. In New York, ROKK is thrilled to announce that they raised $10,000 in proceeds.

Additional proceeds will be garnered from each attendee that signs a one-of-a-kind ROKK photograph created by celebrity photographer Mike Ruiz. Ricky Martin, Russell Simmons, and Wilson Cruz provided autographs from the New York Awards to show their support. This unique piece of art will be signed by attending celebrities and notables from future shows as well, and the final canvas, complete with all signatures, will be donated to GLAAD as a contribution to the organization's 10th Annual OUTAuction in New York City in November 2011. The OUTAuction occurs annually and celebrates established and emerging artists throughout the country.

"We couldn't be more thrilled about the opportunity to partner with and support a tremendous organization like GLAAD," said Adam Rosen, Brand Director, ROKK Vodka. "We hope some of the new ideas we are incorporating into this year's Media Awards will add to the fun but more importantly keeps ROKK's mission to 'filter out inequality' front and center by increasing donations to GLAAD and their programs."

The GLAAD Media Awards elevate and promote fair, accurate and inclusive stories from the LGBT community, which increase awareness, understanding and respect for the lives of LGBT people. The GLAAD Media Awards also fund GLAAD's work to amplify the voices of LGBT people and create a world in which everyone is accepted, respected and valued for who they are.

The GLAAD Media Awards ceremonies will be held in New York on March 19, 2011 at the Marriott Marquis; in Los Angeles on April 16 at the Westin Bonaventure; and in San Francisco on May 14 at the Marriott Marquis.

For additional information on GLAAD please visit www.GLAAD.org.

For additional information on ROKK Vodka, please visit www.ROKKvodka.com, and always remember to drink ROKK responsibly.

About GLAAD

About GLAAD: The Gay & Lesbian Alliance Against Defamation (GLAAD) amplifies the voice of the LGBT community by empowering real people to share their stories, holding the media accountable for the words and images they present, and helping grassroots organizations communicate effectively. By ensuring that the stories of LGBT people are heard through the media, GLAAD promotes understanding, increases acceptance, and advances equality. For more information, visit www.glaad.org.

About Diageo

Diageo is the world's leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, beer and wine. These brands include Johnnie Walker, Crown Royal, J&B, Windsor, Buchanan's and Bushmills whiskies, Smirnoff, Ciroc and Ketel One vodkas, Baileys, Captain Morgan, Jose Cuervo, Tanqueray and Guinness.

Diageo is a global company, with its products sold in more than 180 countries around the world. The company is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). For more information about Diageo, its people, brands, and performance, visit us at Diageo.com. For our global resource that promotes responsible drinking through the sharing of best practice tools, information and initiatives, visit DRINKiQ.com.

Celebrating life, every day, everywhere.

SOURCE ROKK Vodka