Former Q40 Cover Gays, The Old Gays have not slowed down this Pride.
Bev, the LA-based company committed to ‘breaking the glass’ with wine crafted for the can, teamed up with Palm Springs influencers The Old Gays to benefit wayOUT, a 501(c)(3) non-profit organization seeking to empower LGBTQ+ people to feel safe being who they really are. The campaign, which includes new product innovation, out-of-home advertising, a social campaign, and Los Angeles-based activations, kicked off on June 16 with the launch of the limited-edition Bev Pride, a white wine spritz that donates 10% of proceeds to wayOUT. The launch coincides with Bev announcing Academy Award Winning Actor and Director Halle Berry, who makes a cameo in the campaign video, as its newest investor.
Bev Pride is a new 5% AbV spritz that pairs premium sauvignon blanc wine with crisp, clean, and bold bubbles for a playfully tart, deliciously dry taste. Crafted from California grapes, each ready to go, single serve, 250ml can holds 1 ½ glasses with zero sugar and only 72 calories per serving.
The limited-edition SKU was revealed on social media in a one minute and fifty second spot featuring TikTok’s ‘The Old Gays’ and included an appearance from Berry. The spot, which pays a cheeky nod to Charlie’s Angels, asks each of the four members of the utterly iconic group to share how they are committing to living their best lives and serving pride. The campaign will also feature out-of-home advertising in select markets, including Venice, California; Miami, Florida; and New York’s West Village.
“As a female-founded and led brand operating in an industry known for its lack of diversity, my intention with Bev has always been to create a brand that felt inclusive and spoke to our customers in a positive, uplifting, and authentic way,” said Alix Peabody, founder and CEO of Bev. “That is why this year, it was important for us to use our privilege and platform to help support wayOUT, an organization that’s committed to the safety and empowerment of LGBTQ+ people nationwide. We’re honored to be partnering with the non-profit this month and beyond.”
Bev’s limited-edition varietal, Bev Pride, is available on drinkbev.com and at Target, Total Wine, and other select retailers nationwide. Customers can purchase it as part of a 4pk for $14.99. Remember, for every purchase, Bev will be donating 10% of proceeds directly to wayOUT!
For more information on Bev’s Serving Pride campaign please visit, www.drinkbev.com/pages/bev-pride. Additionally, information on wayOUT and the critical work they do, can be found at www.wayout.lgbt.