Gay Beer announces itself during World Pride with first TV campaign

World Pride Month is meant to celebrate the progress made in promoting acceptance, inclusion and community. That includes highlighting what connects people through commonalities, like experiencing and enjoying life together. And, that’s the idea behind the first-ever television campaign for Gay Beer.

Yes, Gay Beer is a real beer, brewed for Loyal Brands in partnership with Butternuts Beer and Ale in Garrattsville, New York. It is defined as an “easy-drinking golden lager made with a unique combination of malt grains and German hops,” according to the website. The beer first launched in December 2018 and was created to start conversations and make connections, according to co-founders Jon Moore and Jason Pazmino. Both are part of the Brooklyn queer community.

“For us, Gay Beer honors the rich heritage of the LGBTQ+ community’s past while recognizing the diversity and integrity of the community’s present,” Moore and Pazmino said in a release.

The two worked to create a craft beer that could be recognized not only for its quality, but for standing out among the crowded beer cases as a true individual.

For the brew’s first ad, created by Brooklyn-based independent agency Quirk Creative, they decided to show what appears at first to be a normal working-class relationship scene. A guy returns from a workout and flops on the sofa. He calls out: “Hey babe, the game’s starting. Could you grab me a beer?” When the beer enters, it’s being delivered by the man’s boyfriend, who plants a kiss before sitting and enjoying the beer and game. The tagline states: “Brewed this way,” borrowing from and paraphrasing Gaga. The ad means that life’s enjoyable moments are not exclusive to one community of people.

“When we discovered Gay Beer, we thought it would be the perfect brand to partner with for WorldPride,” said Gaelan Draper, creative director and co-founder, Quirk Creative. “Gay Beer is the first brand to customize a beer specifically crafted for the LGBTQ+ community and its allies, and we wanted to create a campaign that felt authentic and true to their diverse market.”

See and vote for the spot by clicking on the Creative Works box below.

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.