PrideAM: Your beer is Queer

Pride in Advertising & Marketing (PrideAM), the 2SLGBTQ+ organisation for people working in the advertising and marketing industry, is launching an initiative to remind the beer industry, "Your beer is Queer." Developed by Halifax based agency Shortstop, the move is designed to reflect that beer is a product enjoyed by, supported, and served to the 2SLGBTQ+ community worldwide. PrideAM's bid to encourage beer companies to publicly declare, loud and proud, that "Our beer is Queer" is a response to recent controversies over the inclusion of the 2SLGBTQ+ community in advertising beer. Breweries can back the 2SLGBTQ+ community by adding their names and logo to the PrideAM list of brewers at YourBeerIsQueer.com to publicly declare "Our beer is Queer" and commit to continue to market products to, serve, and support the 2SLGBTQ+ community. While pushing for beer brands themselves to back the initiative, PrideAM is also launching an advocacy campaign, "Your beer is Queer." Designed to raise pressure on the beer industry, PrideAM is encouraging the 2SLGBTQ+ community to call out breweries when enjoying their products. People can raise a glass against hate, capture a selfie with their alcoholic or non-alcoholic beer, and post to social media with #YourBeerIsQueer. The advocacy campaign showcases the power of the queer community on YourBeerIsQueer.com, where people can learn more about the initiative and view the promotional video showcasing how queer beer advertising is.