“With the release of these new bottles, we hope to create something that everyone can feel proud to hold during Pride month.”
Schmitts Gay has nothing on Bud Light. Whereas the “SNL” parody beer brand appealed to gay men, Budweiser is courting the entire LGBTQ+ rainbow.
In celebration of Pride Month, Bud Light will for the first time sell rainbow-colored aluminum bottles in bars nationwide from May 27 to June 3.
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The company will donate $1 from each case sold to GLAAD, the queer media watchdog that it has partnered with for two decades.
Additionally, Bud Light will host an all-LGBT lineup of performers on its own stage at the May 31-June 2 Governors Ball Music Festival in New York, which it cosponsors.
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“The way we see it, our beer is for everyone to enjoy,” Andy Goeler, Bud Light’s vice president of marketing, said in a press release. “With the release of these new bottles, we hope to create something that everyone can feel proud to hold during Pride month.”
Bud Light ran its first transgender advertisement in 2016. Coming on the heels of spots in favor of gay marriage and equal pay for women, the commercial saw Amy Schumer and Seth Rogen educate Americans on the “gender spectrum.”
— GLAAD (@glaad) May 5, 2019
Bud Light has been part of a trend of woke corporate advocacy. Recent high-profile examples include Nike’s valorization of Colin Kaepernick, the former NFL quarterback turned police brutality crusader, and Gillette’s takedown of “toxic masculinity.”
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