Canned Cocktail Gay Water Aims To Right Bud Light's Lack Of LGBTQ+ Support

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As one of the very few openly gay CEOs at the heights of rporate Ameri, Jefey Gente has worked hard to ensure that diversy and cln are bs imperativ at Macy’s. In addn to the pany culture Gente has stilled, for this year’s Pri Month, Macy’s annual Pri + Joy mpaign clud a ctomer-centric give-back program to raise funds and awarens for The Trevor Project – the world’s largt suici preventn and crisis terventn anisatn for lbian, gay, bisexual, transgenr, queer, and qutng young people. “I’m proud to be gay, and I nsir beg gay among the greatt gifts God has given me, ” Tim Cook said his edorial for Bloomberg Bs back 2014 when he me out publicly to officially bee the first openly gay chief executive the Fortune 500.

In a sea of nned cktails, Gay Water wants to stand out. In other words, where Bud Light has buckled unr prsure as bigotry grows agast the LGBTQ+ muny, Gay Water’s creator Spencer Hodson wants his new boozy brand to be the anthis of that.

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“The key issue that Bud Light tapped to was the fact that they didn’t unrstand their re dience and know enough about them,” Hodson, a gay man, told CNN about the ntroversy that began when the Anhser-Bch beer brand sent fluencer Dylan Mulvaney a n of beer. Gay Water, however, is out and proud. The nned cktail is named after a lloquialism given to the popular mixed drk (vodka and soda) orred at bars by the gay muny.

“Puttg a product wh the word gay the tle is reprentatn self,” which he hop reclaims the word om the negativy ’s sometim associated wh. He thought of creatg Gay Water about a year ago while on a vatn wh his iend that had got a job wh the beverage dtry. The two chatted about the limed amount of gay people wh , and wh Hodson burnt out om his tradnal day job tech, started the nned cktail.

Hodson built up a strong social media followg on TikTok and Instagram durg Covid-19 and is g some of the money om that (as well as om iends and fay) to help fund Gay Water. “Gay is an umbrella term and the ia behd the brand is to be as clive as possible, which means we want alli, we want straight people to be part of this muny we’re buildg.”.

CANNED COCKTAIL GAY WATER AIMS TO RIGHT BUD LIGHT'S LACK OF LGBTQ+ SUPPORT

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For now, Gay Water is sold largely onle (wh a few retailers) and four sugar-ee flavors — watermelon, lime, peach and grapeu — at lnch. Gay Water might not have the ep pockets pared to s petors, like Whe Claw, but “even at small sle, pani of many siz are havg succs makg spir-based seltzers and premixed cktails,” Bryan Roth, an analyst for Feel Goods Company and edor of the alhol beverage newsletter, Sightl+, told CNN. “There’s lots of space the spir-based seltzer tegory which Gay Water n play, pecially if the brand n offer a cultural or emotnal nnectn that will feel more excg than the prospect of another peapple-flavored vodka seltzer om natnal or ternatnal rporatns,” Roth said.

Of urse, other drks e the word “gay,” too, cludg Gay Beer and So Gay Rosé, Hodson noted, which are also tryg to reach the queer muny and offer them an alternative the straight-domated space. Lotn: Fully Remote Grdr offers a platform for members of the gay, bisexual, transgenr and other queer muni to explore datg optns and nnect wh fellow ers their area.

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(TIF) isn't your grandfathers' ad: It shows a gay uple, a first for the jeweler. But there's also a bs se to be ma: The lbian, gay, bisexual and transgenr muny held $790 ln buyg power, acrdg to a 2012 timate om the Human Rights Campaign, a leadg LGBT advocy group. Seattle-based Amazon (AMZN) also released an ad spot that featur a gay man buyg a Kdle e-rear.

"Let me be clear: I'm proud to be gay, and I nsir beg gay among the greatt gifts God has given me, " he wrote October. Google: Not only do Google (GOOG)have an ternal workg group for employe known as Gayglers, but ma a bold statement about LGBT rights ahead of the Wter Olympics Sochi last year. The pany joed protts of anti-gay polici Rsia by featurg a rabow-lored "Google doodle" on s homepage.

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