Once a political rally on the margins of society, the annual Pride celebrations of the LGBT community are fully mainstream and now a hot marketing opportunity for drinks companies
In June 1969, in New York’s Greenwich Village, arguably the most important event for the LGBT community took place – the Stonewall riots. It consisted of a series of violent demonstrations against the anti-gay legal system starting at the Stonewall Inn in New York’s Greenwich Village. This event marked the beginning of what many call the gay liberation movement and the modern fight for LGBT rights.
To celebrate the date, one year later in 1970, the first Gay Pride marches happened simultaneously in New York, Chicago and San Francisco and in 1971, Boston, Dallas, Milwaukee, London, Paris, West Berlin and Stockholm followed the pioneering cities and had their own marches. These events were then replicated in many more cities and countries around the world to what we call today the ‘Pride Month’ of June.
‘Fight’ very slowly turned into ‘celebration’. ‘Gay’ very slowly expanded into ‘diversity’ and what in its initial stages was often a violent confrontation of a brave minority against society, more and more becomes a festivity of the wider majority and society in general, of whoever is proud of being able to co-exist regardless of differences of any kind, even beyond sexual orientation.
And when it turns mainstream, happy and celebrative, branding and marketing tend to follow across all consumer goods segments – and that includes wine.
Some of this year’s most creative associations between Pride and wine include limited editions of ‘bright, fruity and flavored’ rosé bubbles in a can by House Wine, a six-glass rainbow flight including red, orange, yellow, green, blue and purple at a wine bar in Philadelphia and a glitter edition of sparkling wine by One Hope, with sales reverting to the Trevor Project, an organization focused on supporting young LGBT people.
And of course Barefoot, a committed sponsor of Pride events for many years now, this year gives its customers the opportunity to custom a label with the bestie because “wine is better when we’re together and everyone has the right to get Barefoot– however they choose!