In honor of Pride Month, Bud Light will be selling special rainbow bottles in partnership with the Gay Lesbian Alliance Against Defamation (GLAAD).
In an announcement on Friday, Bud Light said it will be donating $1 over to GLAAD for every case of the rainbow bottle sold between May 27 and June 30.
“Bud Light is partnering with GLAAD to launch its first-ever rainbow aluminum bottle to celebrate World Pride,” reports PR Newswire. “The new limited-edition bottles will be available in bars nationwide throughout the month of June. For every case of rainbow bottles sold from May 27 to June 30, Bud Light will donate $1 to GLAAD, up to $150,000 to assist in their efforts of creating a world where everyone can live the life they love.”
The bottles will also include a pro-LGBT message about love and inclusivity in place of the Bud Light creed printed on the bottle’s crest. They will be introduced at the GLAAD Media Awards this weekend in New York City before going on sale in bars later this month.
In a statement, Andy Goeler, Vice President of Marketing for Bud Light, highlighted the company’s ongoing relationship with the LGBTQ community since the 80s, saying the new rainbow bottles will be for everyone to enjoy.
“Bud Light has been a supporter of the LGBTQ+ community since the 80s and we are excited to continue our long-standing partnership with GLAAD by collaborating with them on this new commemorative bottle that celebrates the LGBTQ+ community and everything GLAAD does to support it,” said Goeler. “The way we see it, our beer is for everyone to enjoy, so we are looking forward to seeing Pride bottles at bars throughout the month of June and beyond. With the release of these new bottles, we hope to create something that everyone can feel proud to hold during Pride month that also makes a positive impact for GLAAD’s initiatives and the LGBTQ+ community overall.”
Zeke Stokes, GLAAD Chief Programs Officer, thanked Bud Light for being a proud partner for 20 years, praising them for standing with the LGBT community at a time when other brands did not.
“For twenty consecutive years, Bud Light has partnered with GLAAD in its mission to accelerate acceptance of LGBTQ people,” said Stokes. “Bud Light stood with the community at a time when many brands did not, and their continued outspoken support sets the bar for other global brands.”
Burger King released a “Proud Whopper” in 2014 to celebrate Gay pride week in San Francisco. Retail outlets in some cities make a killing off selling Pride Month swag, some of which, ironically, comes from countries with horrendous policies against LGBT people.
According to The New York Times in an article last year, some retailers that sell Pride Month swag, “including H&M, the European fast fashion retailer Primark, Target and Levi Strauss, manufacture their merchandise in countries where it is either illegal to be gay or where persecution is commonplace.”
Primark, a major retail outlet in Europe, manufactures many of its Pride Month items in countries like China, Turkey and Myanmar.