PrideAM reminds the world “your beer is queer”

Pride in Advertising and Marketing (PrideAM) the 2SLGBTQ+ organization for people working in the advertising and marketing industry, is launching an initiative to remind the beer industry that its beer is queer.

The move which was designed by Halifax-based agency Shortstop is designed to reflect that beer is a product enjoyed by, supported and served to the 2SLGBTQ+ community worldwide.

The phrase “Your beer is queer” is a response to recent controversies regarding the inclusion of the 2SLGBTQ+ community in beer advertisements. The campaign stands as a pioneering call to action, urging other beer companies to boldly declare, “our beer is queer,” and embrace inclusivity openly.

Creative director at Shortstop Sam Archibald reflected on beer’s history within gay communities via media release.

“Bars and nightclubs have long been gathering spaces for our community to connect, mobilize, and socialize. Beer has always been a part of that environment, but social media and improved visibility for the community have brought these efforts to the forefront of culture. It’s a simple fact that beer is Queer, whether you like it or not.”

Founder of PrideAM Scott Knox highlighted the longstanding acceptance of the 2SLGBTQ+ community within various beer communities.

"Our community has been marketed to for years by large and small breweries, they are happy to serve us, and we enjoy their products,” Knox said. “Their support is nothing new, having sponsored major Pride events and run advertising campaigns featuring and using our community since the 1990s."

"If you have to ask if your beer is Queer? Let’s look at the evidence: It’s been to every major Pride event across the globe, it has been in Queer bars and clubs, of all persuasions, for decades, it has gone home with us on a regular basis, it has dressed up with us, danced with us and spent a lot of money on us, what do you think? Get used to it!"

The organization of advertising and marketing professionals is calling on brewery owners and senior leadership to take a firm stance and to "raise a glass against hate."

Breweries can support the 2SLGBTQ+ community by adding their names and logo to the PrideAM list of brewers at YourBeerIsQueer.com to publicly declare "Our beer is Queer" and commit to continue to market products to, serve, and support the 2SLGBTQ+ community.

While pushing for beer brands themselves to back the initiative, PrideAM is also launching an advocacy campaign "Your beer is Queer."

Designed to raise pressure on the beer industry, PrideAM is encouraging the 2SLGBTQ+ community to call out breweries when enjoying their products. People can raise a glass against hate, capture a selfie with their alcoholic or non-alcoholic beer, and post to social media with #YourBeerIsQueer.

The advocacy campaign underlines the power of the queer community on YourBeerIsQueer.com, where people can learn more about the initiative and view the promotional video showcasing how queer beer advertising is.

Written by Sydney Vardja, Editor of Marketing News Canada