Reyka slammed over Bruce Jenner cocktails

Reyka vodka is in hot water over a tactless email encouraging people to make Bruce Jenner “Gender Bender” cocktails to enjoy during the reality TV star’s interview with ABC News.

Photo credit: ABC News

The highly anticipated two-hour interview with Diane Sawyer aired in the US at 9pm on Friday in which Jenner discussed his struggle with being transgender.

To coincide with the airing of the interview, Icelandic vodka brand Reyka sought to capitalise on the opportunity with an email promoting two Bruce Jenner-inspired cocktails.

The email began: “Tonight’s the night we’ve all been waiting for! We finally get to hear if all the rumours are true. Will Bruce Jenner come out as transgender?”

It goes on to recommend a “Gender Bender” cocktail made with Reyka vodka, fresh lime juice and hibiscus syrup.

The email reads: “If everything we’ve seen and heard is true, Bruce Jenner will reveal his transition as a transgender tonight! From sneakers and gold medals to dresses and makeup, Jenner will finally be able to walk proud as a woman.

“So throw away the manly drinks and pick up something pure, refreshing and pink with Reyka!”

The move has been criticised by both Yahoo and celebrity blogger Perez Hilton as “inappropriate”, “tactless”, “insensitive” and “derogatory”.

Reyka’s PR company, Exposure Communications, responded today with the following statement:

“Exposure Communications would like to apologise for the lack of sensitivity it showed at a key personal moment for the Jenner family. The intention was never to trivialise or be crass; we simply wanted to celebrate Jenner’s bravery.

“We apologise for any offense we caused to the Jenner family or anyone in the LGBT community. Exposure would also like to stress that Reyka vodka did not have any knowledge or input to the story. We regret any hurt the story may have caused anyone.”

Born in 1949, Jenner won a gold medal in the decathlon at the 1976 Summer Olympics in Montreal.

He shot to reality TV fame in the popular show Keeping up with the Kardashians as the father of Kendall and Kylie Jenner and step father to Courtney, Kim and Khloé Kardashian.

During the interview with Sawyer on Friday, Jenner said: “For all intents and purposes, I’m a woman. My brain is much more female than it is male.”