Highland Imports, LLC today debuted True Colours Cava in the U.S. and committed a $100,000 donation to GLAAD for its work to accelerate acceptance of the LGBTQ community globally. True Colours Cava’s signature rainbow bottle will be available in Cost Plus World Market retail stores in 30 states.

“Highland Imports is boldly displaying their support for LGBTQ people at a time when the community needs brands to stand up proudly and loudly,” said Zeke Stokes, GLAAD Vice President of Programs. “This generous commitment to GLAAD will help accelerate LGBTQ acceptance as we work to create a world where LGBTQ people can let their true colors shine brightly.”

A donation will be made to GLAAD for every bottle of True Colours purchased in the U.S. and Highland Imports committed a minimum donation of $100,000 within the first year.

Altia Sweden first created True Colours Cava in support of European LGBTQ people and issues. Altia developed a fun product that promotes and promises “Love is Sparkling…and Social!” Altia Sweden took it one step further and a portion of the proceeds from the sales of True Colours Cava support The Rainbow Foundation and their efforts to support LGBTQ communities within Europe. Highland Imports committed to bring the momentum of True Colours Cava from the European markets to the U.S. market and continue supporting LGBTQ people.

“Making the decision to bring True Colours Cava into our portfolio was an easy one,” said Oliver MacKinnon III, President of Highland Imports, LLC. “The cava is outstanding and the packaging is brilliant. Selecting GLAAD to be an integral part of our program was also an easy decision. GLAAD embodies the very essence of Alita’s efforts to support human rights and social awareness. We are very excited to introduce True Colours Cava to the U.S. and continue the momentum started in Europe.”

See additional photos of True Colours Cava’s partnership with GLAAD below.