Pride Month has historically been the time that alcohol brands shout their support for the LGBTQ+ community from parade floats, rooftops and bars.
But this year feels different.
Between Florida’s “Don’t Say Gay” law and Anheuser-Busch’s handling of conservative backlash against transgender influencer Dylan Mulvaney’s social media partnership with Bud Light, many have been left wondering what the future of major brand alignment is—will brands shy away from or double down on pride?
Nothing expressed the country’s current ideological divide better than Kid Rock shooting bottles of Bud Light cans with a rifle to protest its alignment with Mulvaney, and the unfavorable reaction to said shooting by the millions.
Anheuser-Busch, meanwhile, amid furious backpedaling and gloopy statements that it “never intended to be part of a discussion that divides people,” has both been stripped of its perfect score from the Human Rights Campaign, which assesses companies for their LGBTQ+ policies, and has seen sales plummet by close to 30%, costing the brand an estimated $27 billion.
For many Americans, the backlash against the LGBTQ+ community seems both immoral and dangerous. A recent poll from Data for Progress showed that 64% of respondents, including 55% of Republicans were concerned over the 400+ pieces of legislation aimed at limiting the rights of the LGBTQ+ community. Support for the LGBTQ+ community is highest among Gen Z, a whopping 21% of whom identify as LBGTQ+.
It would also be remiss to ignore the power and strength of the LGBTQ+ community. About 7.1% of the overall population in the U.S. identifies as LGBTQ+, with the fastest growing “minority” segment of spending in the U.S., worth $1.4 trillion annually, according to Census data. An Edelman Trust Barometer survey showed that, even amid a deeply partisan divide, 34% of consumers are more likely to buy from a brand that supports LBGTQ rights, whereas 19% would be less likely to.
In the spirits world, a LGBTQ+ community presence is slowly emerging, and although numbers are hard to come by, the numbers of openly gay, queer and trans distillers and CEO’s in the space is rising.
But in the spirits world, a LGBTQ+ community presence is slowly emerging, and although numbers are hard to come by, the numbers of openly gay, queer and trans distillers and CEO’s in the space is rising. And the vast majority of brands are openly embracing LGBTQ+ consumers, who are one of the fastest-growing minority groups in the U.S., with close to $1.4 trillion in spending power, according to census data.
Below are a few brands that openly and proudly support LBGTQ+ rights, and if you share in this support, you will want these awesome company’s products on your back bar.
Nosotros Tequila & Mezcal
Nosotros was founded in 2017 with the goal of empowering overlooked and under-appreciated communities and causes. The agave brand has a 90% female workforce, and their Master Distiller, Citlali Ovalle, is one of the first out and proud female Master Distillers in the Tequila region. Nosotros also supports a range of LBGTQ+ causes.
“Nosotros works to support Family Equality, an organization founded in 1979 at the National March on Washington for Lesbian and Gay Rights,” says co-founder Carlos Soto. “Family Equality has spent more than 40 years ensuring that everyone has the freedom to find, form, and sustain their families by advancing equality for the LGBTQ+ community. Nosotros sponsored their largest fundraising event in 2022 and supports other related fundraisers throughout the year.”
“Nosotros works to support Family Equality, an organization founded in 1979 at the National March on Washington for Lesbian and Gay Rights."
- Carlos Soto, co-founder of Nosotros
Pollinators Spirits
Following a kitchen table experiment with maple syrup, honey, and whiskey, out-and-proud distiller, beekeeper, and former magazine publisher Claire Marin turned a kitchen table project into Catskill Provisions. Over the next decade, Marin supplied over 300 restaurants in New York City with her honey and maple syrup, and began creating her own line of honey-infused rye, dubbed New York Honey Rye. This year, Marin rebranded her nationally available line of gin, vodka, bourbon, whiskey, rye and amaro as Pollinator Spirits.
Marin has always invested in LGBTQ+ visibility and pride. The distiller serves as co-chair of Pride Callicoon in her town, and her tasting room was one of three venues in town hosting Pride events last year. This year, Marin plans to double down on her visible and verbal support of Pride.
“LGBTQAI+ people are here to stay and we have to remain strong and hold on to the rights we have as human beings. We all deserve the right to exist and lead peaceful, prosperous lives. It’s one step at a time.”
“LGBTQAI+ people are here to stay and we have to remain strong and hold on to the rights we have as human beings. We all deserve the right to exist and lead peaceful, prosperous lives. It's one step at a time.”
- Claire Marin, owner of Pollinators Spirits and co-chair of Pride Callicoon
Fast Penny Spirits
Jamie Hunt founded Fast Penny, a woman-owned and operated, award-winning amaro distillery in Seattle, following a career launching digital products and experiences for major global companies.
With Fast Penny, Hunt hoped to honor her Italian roots and share her love of flavor while also empowering causes and people who help the world. Hunt created a Pretty Penny program that donates 3% of its revenue to organizations supporting women, diverse communities, and the beverage industry.
“Three of our core values at Fast Penny are empowerment, inclusivity and community,” Hunt explains. “We support the LGBTQ+ community by creating an inclusive, community-oriented space for them to enjoy as well as donating our time and products to support gatherings and fundraising.”
“We support the LGBTQ+ community by creating an inclusive, community-oriented space for them to enjoy as well as donating our time and products to support gatherings and fundraising.”
- Jamie Hunt, founder of Fast Penny Spirits
Ilegal Mezcal
Ilegal got its unofficial start in 2004 when founder John Rexer began bringing unbranded mezcal from Oaxaca to Antigua to supply his bar, Café No Sé before he launched Ilegal in 2006. Today, Ilegal is available across the globe, even though every bottle still reads “Originally produced for: Café No Sé, Mezcal Bar.”
According to Chief Marketing Officer Kaylan Rexer, an open member of the LGBTQ+ community, the name Ilegal is a nod to the company’s beginnings. But more significantly, Ilegal expresses the company’s stance on social issues such as immigration, equal rights, and freedom for all. To prove it, Ilegal works with nonprofits like wayOUT, and has donated $20,000 to the queer community with a goal of giving a total of $40,000 this year. Learn more about participating in benefits here.
“Our team is from many different countries, ethnicities and sexual orientations,” Kaylan says. “So, it was important that we aligned with groups working to affect positive social change. As a gay woman, I’m really proud of the work we have done with the LGBTQ+ Community and the organizations our team is really passionate about supporting.”
“Our team is from many different countries, ethnicities and sexual orientations. So, it was important that we aligned with groups working to affect positive social change."
- Kaylan Rexer, Chief Marketing Officer for Ilegal Mezcal
Still Austin
The Austin-based grain to glass whisky distillery Still Austin is helmed by CEO Chris Seals, one of the few openly gay executives in the business.
Seals aims to bring musicians, visionaries, scientists, oddballs and artists from every walk of life together—like the city in which it’s based. In the spirit of inclusivity, Still Austin will host a Pride Parade with performances from local drag queens, DJs and artists, with proceeds going to nonprofits.
“I’m gay, so supporting the LGBTQ community comes pretty naturally to me,” says Seals. “To all the trans people, queer people, and every vulnerable person in our community: We see you. We admire your courage. We are inspired by your authenticity. We smile when we see you living as your true self. We raise a glass and celebrate you.”
“I’m gay, so supporting the LGBTQ community comes pretty naturally to me. To all the trans people, queer people, and every vulnerable person in our community: We see you. We admire your courage. We are inspired by your authenticity. We smile when we see you living as your true self. We raise a glass and celebrate you.”
- Chris Seals, CEO of Still Austin
Pink House Alchemy
Emily Lawson founded Pink House Alchemy through her sheer love of food, fun and flavor. The LGBTQ+ run company produces a dizzying line of cocktail mixers including simple syrups, bitters, and shrubs—all made in a 100-year-old pink house.
This year, Pink House celebrates a decade of bringing fresh flavors to their Northwest Arkansas community and beyond as they are present in almost all 50 states. Lawson and her Pink House work year-round to support LGBTQ+ causes. During Pride Month, look for a range of Pride-themed cocktail parties and benefits. Watch their IG for updates.
“Being visible as a support for the LGBTQ community is extremely important to me personally as I am part of the community myself,” explains Lawson. “Sometimes just knowing you can come into our physical space (or our social media spaces) and know you are safe is all anyone needs.”
“Sometimes just knowing you can come into our physical space (or our social media spaces) and know you are safe is all anyone needs.”
- Emily Lawson, founder of Pink House Alchemy
Kathleen Willcox writes about drinks, travel and culture from her home in Saratoga Springs, N.Y., and from the road, while exploring. She is keenly interested in sustainability issues, and the business of making ethical drinks and food. Her work appears regularly in Wine Searcher, Wine Enthusiast, Wine Industry Advisor and many other publications.
