Boston beer brand Samuel Adams is celebrating Pride Month with a new platform and video series.
The beer brand has designed a new platform called Love Conquers All for a Pride campaign created with LGBT nonprofit GLAAD. The campaign includes a video series, Poetry of Pride, which features notable members of the LGBTQ+ community reading poetry inside New York City’s Stonewall Inn. The location is, of course, an homage to the Stonewall Riots of 1969, that set the stage for the past fifty years of Pride parades. The video series will also serve as a digital promotion for Samuel Adams’ limited-edition Pride beverage which is featured in each poetry video. Love Conquers Ale is a blackberry-basil flavored gose released each June to represent the brand’s Pride spirit.
As Samuel Adams’ campaign partner, GLAAD is holding an online contest where fans can win limited-edition Love Conquers Ale cans signed by Poetry of Pride performers. Every donation on GLAAD’s Love Conquers All page will serve as an entry to win cans autographed by campaign performers, including Samuel Adams founder Jim Koch, Hamilton performer Thayne Jasperson, and actress Aubin Wise. To kickoff the campaign, Samuel Adams donated $100,000 to GLAAD. The beer brand is also matching donations to GLAAD up to $25,000 to benefit Black LGBTQ+ communities to support the Black Lives Matter movement.
As in-person Pride celebrations are canceled in the wake of the Coronavirus pandemic, Samuel Adams’ virtual presence is keeping the performances alive. Samuel Adams is running its campaign across Instagram, Twitter, and Facebook where fans can speak about “what it means to love who you are”. Social media users are encouraged to share their stories using the hashtag #LoveConquersAll. Consumers have become more interested in learning about brands according to a Gartner report, including everything from their product ingredients to social issue stances, so Samuel Adams transparent campaign for LGBTQ+ and Black communities could help the brand engage and educate its audiences across platforms.
Pride Month has been a digital affair this year, as brands shift online to reach celebrating consumers. By continuing its tradition of supporting Pride Month, Samuel Adams could strengthen the LGBTQ+ community it’s built over the past few years, or even grow its consumer base as fans around the world can now partake in the brand’s first digital celebration.