'Alchemist Beer' Debuted a New IPA and 'Just Say Gay' Packaging
Colin Smith — November 29, 2023 — Social Good
References: alchemistbeer & fastcompany
'Alchemist Beer,' a Stowe, Vermont-based brewery most known for its IPAs, debuted a new IPA titled 'Just Say Gay.' This beer is sold exclusively via curbside pickup and in-store pickup at specific locations, available to check on Alchemist Beer's website.
The Just Say Gay is a hazy, low-ABV American IPA with only 4.7%ABV. However, the most notable aspect of this beer is the packaging, and the campaign behind it. The packaging features the phrase 'Just Say Gay' in large, rainbow-colored, stylized letters. The can also features a Pride flag-inspired decal circling the lower third of the can.
In addition to this unique packaging, Alchemist Beer is donating a percentage of the proceeds gained from sales of these cans to the Pride Center of Vermont. The brand also launched a landing page for the Just Say Gay beer that offers various links to helpful resources that fight against anti-queer legislation and support LGBTQ+ rights in Vermont and across the United States, with specific categories for each.
Image Credit: Alchemist Beer
The Just Say Gay is a hazy, low-ABV American IPA with only 4.7%ABV. However, the most notable aspect of this beer is the packaging, and the campaign behind it. The packaging features the phrase 'Just Say Gay' in large, rainbow-colored, stylized letters. The can also features a Pride flag-inspired decal circling the lower third of the can.
In addition to this unique packaging, Alchemist Beer is donating a percentage of the proceeds gained from sales of these cans to the Pride Center of Vermont. The brand also launched a landing page for the Just Say Gay beer that offers various links to helpful resources that fight against anti-queer legislation and support LGBTQ+ rights in Vermont and across the United States, with specific categories for each.
Image Credit: Alchemist Beer
Trend Themes
1. Lgbtq-supporting Packaging - The 'Just Say Gay' beer introduces a unique packaging design that features rainbow-colored, stylized letters and a Pride flag-inspired decal.
2. Cause Marketing - Alchemist Beer is donating a percentage of the proceeds from sales of the 'Just Say Gay' cans to the Pride Center of Vermont, showcasing the power of cause marketing.
3. Supportive Resources - The brand launched a landing page for the 'Just Say Gay' beer that provides links to helpful resources, demonstrating a commitment to supporting LGBTQ+ rights and fighting against anti-queer legislation.
Industry Implications
1. Craft Brewery - The craft brewery industry has an opportunity to create unique and inclusive packaging designs that cater to different communities, such as the LGBTQ+ community.
2. Cause Marketing - Businesses in various industries can explore cause marketing opportunities to support social causes and align their brand values with consumer preferences.
3. Advocacy Organizations - Advocacy organizations focused on LGBTQ+ rights can collaborate with businesses to create partnerships that raise awareness and financial support for important causes.
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