Bud Light has released a limited-edition rainbow coloured aluminium bottle to raise funds for GLAAD to celebrate World Pride.
The bottles will be available in bars across the United States during the month of June, and Bud Light will donate $1 to GLAAD for each case sold up to $150,000.
Bud Light debuted the bottles at the GLAAD Media Awards, which took place last weekend in New York City. The campaign marks the latest in a 20 year partnership between Bud Light and GLAAD.
Bud Light is ‘for everyone to enjoy’
Andy Goeler, vice president of marketing for Bud Light, said the company has been supporting the LGBT+ community since the 1980s.
“The way we see it, our beer is for everyone to enjoy, so we are looking forward to seeing Pride bottles at bars throughout the month of June and beyond,” he said.
“With the release of these new bottles, we hope to create something that everyone can feel proud to hold during Pride month that also makes a positive impact for GLAAD’s initiatives and the LGBTQ+ community overall.”
“The way we see it, our beer is for everyone to enjoy, so we are looking forward to seeing Pride bottles at bars throughout the month of June and beyond.”
– Vice president of marketing for Bud Light, Andy Goeler
Meanwhile, Zeke Stokes, chief programs officer for GLAAD, welcomed the initiative.
‘Bud Light stood with the community at a time when many brands did not’
“For twenty consecutive years, Bud Light has partnered with GLAAD in its mission to accelerate acceptance of LGBTQ people.
“Bud Light stood with the community at a time when many brands did not, and their continued outspoken support sets the bar for other global brands.”
The bottles will make an appearance at The Governors Ball Music Festival in New York City.
This is not the first time the beer brand has come out in support of the LGBT+ community. In 2013, the company supported the introduction of same-sex marriage in the US.
In 2016, the company released an advert which featured Amy Schumer and Seth Rogen which celebrated same-sex marriage.
A number of brands have appealed to the LGBT+ community with pride themed goods
A number of brands have tapped into Pride in recent years. Last month, beer company DC Brau announced that they will be releasing a limited edition can that honours Marsha P. Johnson for Washington DC Pride.
Johnson was an Arican-American transgender woman and drag performer who played a key role in the 1969 Stonewall Riots.
Meanwhile, Converse last month announced the release of its Pride collection for 2019. The soles of the shoes feature the rainbow colours, and the shoe also features the transgender flag colours.