Endeavour Group has announced a new drinks line called Loud & Proud, with 100 per cent of profits going to support LGBTQIA+ programs.
The range of six drinks, described as ‘bold and colourful’, includes a selection of wines, a hard seltzer, and a pale ale.
Ash Martin, the Co-chair of Proud at Endeavour, said: “We are thrilled to unveil our fabulous drink range, Loud & Proud, that aims to celebrate diversity in the wider community – loudly, proudly and openly.”
Funds raised by the new range will be donated to Pride Foundation Australia, which has pledged the money to support programs that help those in the community dealing with substance abuse.
Board member at Pride Foundation Australia, Sarina Jackson, believes Endeavour Group’s scale of operations means that the Loud & Proud range will have a greater impact.
“The national reach of the Endeavour Group, through its extensive network of Dan Murphy’s and BWS stores, and its significant online presence, together with the visibility of this campaign, has the potential reach millions of consumers,” Jackson said.
Jackson also said the new campaign could start conversations about LGBTQIA+ areas of need in the wider community.
The drinks range itself consists of wines including a Pinot Grigio, a Grenache, a rosé and a sparkling, complemented by a pale ale and a watermelon flavoured alcoholic seltzer, with both produced in partnership between Pinnacle Drinks and Brick Lane Brewing Community.
The launch of Loud & Proud comes as Endeavour Group continues its commitment to fostering an inclusive and diverse culture, which was identified as a key aspect of the company’s Sustainability Strategy. Endeavour Group has an ambition to achieve ‘Gold Tier’ status in the Australian Workplace Equality Index’s LGBTQ Inclusion Awards by 2030.
Alison Merner, Endeavour Group’s Chief People Officer said: “As a major Australian employer, we acknowledge the importance of proactively building a safe and culturally diverse team.”
Endeavour Group has been recognised for its previous efforts to support the LGBTQIA+ community, with Dan Murphy’s a major sponsor of both Albany Pride and Midsumma Melbourne. BWS’s ‘BWYASSS’ signage campaign, designed to celebrate the LGBTQ+ community, will also be expanded to another seven storefronts this year, bringing the total number in the campaign to 10.