What gay and lbian r buyers want - Los Angel Tim

Contents:

• CANNED CKTAIL ‘GAY WATER’ AIMS TO SH ON BUD LIGHT’S DYLAN MULVANEY DISASTER
• THE ARE THE TOP 10 GAY AND LBIAN CARS
• GAY-FRIENDLY CARS: IS SUBA NUMBER ONE?
• WHAT ARE THE TOP GAY-FRIENDLY CARS?
• GAYS LOVE RS, AND NOW THERE’S A PLACE TO MEET AND GATHER
• THE 10 BT CARS WHICH TO GET GAY-MARRIED
• GAY-FRIENDLY AUTO BRAND PERCEPTN DO NOT MEAN GAYS, LBIANS WILL BUY
• WHAT GAY AND LBIAN R BUYERS WANT VIEW SLISHOW COPYRIGHT © 2023, LOS ANGEL TIM | TERMS OF SERVICE | PRIVACY POLICY | CA NOTICE OF COLLECTN | DO NOT SELL OR SHARE MY PERSONAL INFORMATN WHAT GAY AND LBIAN R BUYERS WANT

CANNED CKTAIL ‘GAY WATER’ AIMS TO SH ON BUD LIGHT’S DYLAN MULVANEY DISASTER

An entreprenr lnched a nned cktail this week lled “Gay Water” that’s aimed at LGBTQ drkers — and said he’s lookg to palize on Bud Light’s mistak. But “Gay Water” — which adopts a moniker the gay muny has long given to the simple vodka and soda cktail — has been spired by the dtup to bee even bolr about the dience ’s targetg, founr and CEO Spencer Hodson told The Post.

Gay Water — a nned cktail brand that plays on the gay muny’s lloquialism for the vodka-and-soda mixed drk — lnched on Wednday and promis to unrstand s dience better than Bud Light. The 30-year-old Hodson said he is g suggtive — albe playful — msagg and imagery Gay Water’s social media and webse, cludg a provotive nod to the 12-ounce n’s 6. “Our missn is to -stigmatize the word ‘gay’ and start to create reprentatn spac that tradnally don’t have queer-owned products, let alone products wh the word ‘gay’ their tle, ” Hodson told The Post.

“Part of the pot of lnchg outsi of Pri month is to rerce the msage that Gay Water is here to make the LGBTQ+ muny more visible 365 days a year, not jt a sgle month, ” he said.

THE ARE THE TOP 10 GAY AND LBIAN CARS

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.

“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. 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-FRIENDLY CARS: IS SUBA NUMBER ONE?

“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.”.

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.

WHAT ARE THE TOP GAY-FRIENDLY CARS?

“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. Mastream movi and TV shows wh gay characters—like Will & Grace—were still a few years away, and few celebri were openly gay.

When Ellen Degener beme a rare exceptn 1997, and her character the show Ellen me out as gay an episo of the s, many pani pulled their ads. When a 1994 IKEA ad featured a gay uple, the Amerin Fay Associatn, a nonprof, mounted boytts, and someone lled a (fake) bomb threat to an IKEA Poux explas, the attu of most bs toward LGBTQ advertisg was: “Why would you do somethg like that?

GAYS LOVE RS, AND NOW THERE’S A PLACE TO MEET AND GATHER

Wrg The Huffgton Post, the reporter Ron Dicker ptured some of the cultural nfn that followed:When one Suba ad man … proposed the gay-targetg ads talks wh Japane executiv, the executiv hurriedly looked up “gay” their dictnari.

While Bent, who is gay, didn’t reveal his sexual orientatn for fear of overshadowg the effort, he nohels rells holdg pany meetgs wh nam along the l of “Who Are Gays and Lbians? Suba of Ameri knew had to support s gay and lbian employe if wanted to appeal to lbian ctomers, so they schled a meetg wh a senr Japane executive to make the se for domtic-partnership benefs. Like nerds who grow up to nont their bulli, Suba executiv me to realize that the people opposg the acknowledgment of gays and lbians were not as imposg as they of the reasons that, the days, the rmaker’s role cultivatg s lbian-iendly image is ls well known is that so many straight people were bld to the subtext of the s first Suba ads, Mulryan/Nash hired women to portray lbian upl.

”The light among niche dience groups “dg” the hts Suba ads surprised the marketg team—and the se of s gay-iendly ads, so did straight dienc’ ignorance. While many gay and lbian nsumers loved the shout-outs the license plat, straight people would only notice featur like a bike rack. Poux, who helped e up wh the license-plate ia, says he held foc groups wh straight dienc where he’d show ads featurg gay upl.

THE 10 BT CARS WHICH TO GET GAY-MARRIED

Even after an hour of talkg about gay issu, they’d thk a man was shoppg wh his articl at the time, Suba executiv said they felt uncerta about the “trigue” created by the perceptn of “secret dg.

GAY-FRIENDLY AUTO BRAND PERCEPTN DO NOT MEAN GAYS, LBIANS WILL BUY

As more pani began marketg to LGBTQ dienc, such dg—which fell unr the tegory of the new marketg term “gay vague”—beme a way for pani to reach queer dienc wh mimal risk of a nservative said, Suba did not hi s support of gay and lbian ctomers.

While Volkswagen played y about whether an ad perceived as gay-iendly really portrayed a gay uple, Suba sponsored events like gay-pri paras, partnered wh the Rabow Card, a cred rd that stead of sh back offered donatns to gay and lbian , and hired Marta Navratilova, a former tennis pro and a lbian, to appear Suba ads. She had been outed agast her will, and while she spoke hontly about her sexual orientatn, she had lamented that gay athlet had “to hi the closet to sell [themselv] to Madison Avenue. ” For her to bee the face of a r pany durg her retirement, says the Rabow Card -creator Pam Derrian, was a betiful, full-circle ’s gay-and-lbian–foced marketg mpaign was a h, and the pany’s efforts ntue today.

WHAT GAY AND LBIAN R BUYERS WANT VIEW SLISHOW COPYRIGHT © 2023, LOS ANGEL TIM | TERMS OF SERVICE | PRIVACY POLICY | CA NOTICE OF COLLECTN | DO NOT SELL OR SHARE MY PERSONAL INFORMATN WHAT GAY AND LBIAN R BUYERS WANT

In foc groups and onle polls, gay and lbian nsumers nsistently choose Suba vehicl as their favore rs or Suba as the most gay-iendly brand.