Gay W | Marketg the Rabow

Contents:

• CASE STUDY: "GAY" W
• MEN + WE=GAY? | WE SPECTATOR FOMS
• WHAT IS THE GAYT DRK
• GAY MEN AND ALHOL: THE RELATNSHIP WH THE BOTTLE
• NYC GAY MEN'S WE DNER GROUP
• GAY WE WEEKENDS - AN EVENG SAN FRANCIS WH E TERRENO W
• GAY BAR, MEET COCKTAIL BAR

CASE STUDY: "GAY" W

| Majcule WeJeff Davis and Greg BrickeyCo-owners/wemakers, Majcule We“We are a gay, married uple, ” says Jeff Davis, one half of the hband-hband team behd Napa’s Majcule We.

MEN + WE=GAY? | WE SPECTATOR FOMS

Whether person or on our webse, we prent our thentic selv to every ctomer, yet many don’t realize we’re a gay uple or dwell on . “I glazed over my homosexualy for years, but then I had an out gay tastg room manager and he started outg me to people.

”Courty of Josh DelongonJosh DelongonSommelier and -founr of Endls Wt Spirs“I remember brgg a we textbook to a dg class and readg about the cs of Bejolais stead of whatever else we were learng that day, ” says gay Filipo-Canadian sommelier Josh Delongon, reflectg on the wdg trajectory that led to his current rol as -founr of spirs pany Endls Wt and manager of Blackwell's W and Spirs San Francis. ” Whether he’s guidg folks toward unexpected purchas at the shop or, more famoly, makg hilar—not to mentn super rmative—vios on Instagram as @sommeligay, Delongon is on a missn to queer the we world jt about every way possible.

WHAT IS THE GAYT DRK

”“In the world of stereotypil ‘gay’ jobs, pleasure-centric reers like drag queens, fashn signers, or mm curators, we never name the sommelier, the flavor analogue of such exampl, ” m Delongon. orchtrated around we, but by and large, the gay wemakg realm is lackg rourc, awarens, and appreciatn. Or go on a kayakg adventure or take an LGBTQIA+ history tour nearby Itha, named by The Advote as one of the “10 Bt Ci for Gays and Lbians to Live.

For sleepg, there are no shortage of LGBTQIA-owned and queer-iendly acmodatns cludg the Inns of Aurora, The Chalet of Canandaigua Bed & Breakfast, Benn Conger Inn, and Juniper Hill Bed & a veyard Sonoma County, CaliforniaWh over 400 weri, you’ll need lots of weekends Sonoma County to see and drk all, but the summertime Gay We Weekend giv you a great first taste of the area’s legendary chardonnay, pot noir, svignon blanc, and more.

You n’t make for Gay We Weekend, Out the Veyard sponsors several other events throughout the year like Pk Sonoma Saturday (held late October for 2021), an all-day tastg of the area’s bt rosés. Base yourself LGBTQIA-welg Bloomgton (which The Advote lled the fourth gayt cy Ameri) and take your pick of opulent and historic acmodatns like the Showers Inn, Wampler Hoe Boutique Hotel, and Grant Street Inn; have bison burgers wh garlic i at FARMbloomgton or creative vegetarian dish like pto portobello at The Owlery; and explore exhibs on sexualy, relatnships, and well-beg at the world-renowned Ksey Instute.

GAY MEN AND ALHOL: THE RELATNSHIP WH THE BOTTLE

At nearby Ro Wery, sample h-ued pots and chardonnay crafted by Black, gay assistant wemaker Jarod Sleet. Other great hotels the area clu the Attic Hotel and Black Walnut a blissful night’s sleep, head south to LGBTQIA-iendly Eugene and explore Wheaker, one of Oregon’s hippt gayborhoods.

NYC GAY MEN'S WE DNER GROUP

Of all the many teemed we-producg regns North Ameri, wtern Sonoma County - particular the area between Healdsburg and the Rsian River rort area - stands out not only for s superb weri and stunng natural scenery, but also for havg a tremendo gay followg. A group of Californian gay we enthiasts created Out the Veyard 2011, “an experiential We Country Event and Travel pany promotg posive LGBT liftyl and offerg exclive, luxury erari and events We Country for the discerng gay traveler and their iends. Their webse says: "Égalé’s missn is not only to be the bt we to toast Equaly for gay Amerins, but also to help LGBTQ youth nquer life's challeng.

As Amerin attus towards gay people have improved - later than most of the Wtern world - the prence of "gays we", always there but largely visible, has bee clearer: not jt the dtry self, but their marketg approach as well. But ’s also regnn that the gay muny has a lot of disposable e - and gay people like to drk we: 16% more than straight people. Acrdg to the Journal of Studi on Alhol and Dgs some 75% of gays and lbians were scribed as "current drkers, " as pared to 68% of bisexuals and 59% of heterosexuals.

GAY WE WEEKENDS - AN EVENG SAN FRANCIS WH E TERRENO W

"Historilly, so much gay drkg went on gay bars bee there was virtually nowhere else where gays uld socialize, " thor Sharon Wilsnack says. When Jab’s Creek beme exclive advertiser on the TV-show Friends, Diageo's Blossom Hill reacted by sponsorg Will en Grace, the gay (beloved) TV-seri - at USD 1, 000, 000 for the n of 24 episos (the bottle and glass set pictured on the left uld have been signed for that, but wasn't).

"There's no qutn that marketg to the gay muny is different than marketg to, say, ultra-right-wg relig nservativ, but while the labels may change, you n serve them up the same we - 's got nothg to do wh what's ** the bottle.

GAY BAR, MEET COCKTAIL BAR

In 1997 they started advertisg to the gay market, wh an ad that showed the AIDS quilt and clared s support for the Nam Project. They also reerated their support for the Nam du Bois spent $ 800, 000 on the gay marketg mpaign over those four years. " She received hundreds of posive emails rponse to a wery ad nng gay publitns that shows a field of v beg irrigated, wh the risg mist creatg the effect of a rabow.

A number of weri have n their natnal ads gay publitns like The Advote and Out, but Clos du Bois was the first to create ads specifilly for gay nsumers and make a staed ph to the gay market, said Michael Wilke of AdRpect.