People may not be able to gather for Pride events this year but the 2020 celebrations will continue in different ways—as seen from brands like Goose Island Beer Co. and its Drag a Beer campaign, which resulted in the creation of a collaborative beer called Shea Coul-Alé. The lemony wheat ale gets its name from Shea Couleé, Rupaul's Drag Race season nine contestant, who will also be appearing on the upcoming season five of RuPaul's Drag Race All Stars. The beer itself is brewed in Couleé's own hometown of Chicago and it is described as having "lovely lemony doughy notes."
All profits from the beer will go towards Couleé's charity of choice, TransTech, which is devoted to supporting the LGBTQ community.
What's Driving This Trend
- Collaborative Branding
- Brands can collaborate with influencers and celebrities to create special products, raising money for charities and creating buzz for their brands.
- Virtual Celebrations
- Brands can participate in virtual celebrations for events and holidays, finding unique ways to connect with their audiences and support causes important to them.
- Supporting LGBTQ+ Causes
- More and more brands are aligning with and supporting LGBTQ+ causes, finding ways to give back and promote inclusion and equality in their industries.
Who This Affects Most
- Alcohol and Beverage
- Beverage companies can collaborate with drag queens and performers to create limited edition beers, wines, and cocktails to celebrate events and holidays, while supporting charities and creating unique products for their customers.
- Celebrity and Influencer
- Celebrities and influencers can partner with brands to create collaborative products for special events and causes, using their platform to promote important issues and raise money for charities.
- Non-profit and Charity
- Non-profit organizations can partner with brands and celebrities to raise money for their causes while promoting their message to larger audiences, finding unique and engaging ways to connect with supporters and encourage donations.
