Gay Water is Destigmatizing the Word "Gay"
Laura McQuarrie — July 20, 2023 — Lifestyle
Canned vodka soda brand Gay Water was created by and for the LGBTQ+ community and it's on a mission to destigmatize the word "gay" and remind people that its earliest definition used to mean "happy." The term "gay water" has long been known within the queer community as a colloquialism for a vodka soda and now, the company from Spencer Hoddeson, queer influencer and previous Head of Corporate Social for Yahoo, is bringing Gay Water to everyone.
The three-ingredient, 80-calorie vodka sodas are free from sugar and ready to be sipped in refreshing flavors like watermelon, lime, peach and grapefruit. At 4% ABV, these minimal-ingredient vodka sodas speak to consumers who want to make healthier choices while still indulging in fun flavors.
The three-ingredient, 80-calorie vodka sodas are free from sugar and ready to be sipped in refreshing flavors like watermelon, lime, peach and grapefruit. At 4% ABV, these minimal-ingredient vodka sodas speak to consumers who want to make healthier choices while still indulging in fun flavors.
Trend Themes
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Destigmatizing LGBTQ+ Terminology — Creating products and brands that challenge traditional perceptions of LGBTQ+ terminology, like Gay Water, presents an opportunity to destigmatize and redefine these words in a positive way.
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Health-conscious Beverages — The success of Gay Water's low-calorie, sugar-free vodka sodas highlights the rising trend of health-conscious beverages, which opens up opportunities for other alcoholic beverage companies to cater to this growing demand.
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Community-centered Branding — Gay Water's focus on creating a brand that caters specifically to the LGBTQ+ community demonstrates the potential for other businesses to develop community-centered branding strategies, fostering a sense of inclusivity and connection among consumers.
Industry Implications
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Alcoholic Beverage — The alcoholic beverage industry can leverage the success of Gay Water by exploring and developing more inclusive offerings that cater to diverse communities, expanding their customer base.
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Health and Wellness — The health and wellness industry can disrupt the market by incorporating the rising trend of low-calorie, sugar-free alcoholic beverages such as Gay Water, appealing to health-conscious consumers looking for healthier indulgences.
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Marketing and Advertising — The marketing and advertising industry has an opportunity to create campaigns that challenge stereotypes and promote inclusivity, using brands like Gay Water as a case study for effective community-centered branding.
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