Miller Lite Celebrates LGBTQ+ History Month With New Initiative
Grace Mahas — October 21, 2021 — Marketing
References: prnewswire
In celebration of LGBTQ+ History Month, beer brand Miller Lite recently joined forces with award-winning historian Dr. Eric Cervini to launch 'Beers and Queer History.' The new guide explores how bars have "played a crucial role in empowering the community to live authentically and freely," and highlights ten pivotal moments in LGBTQ+ history.
"We are honored to be partnering with Dr. Cervini to shed more visibility on the important role bars have played within the LGBTQ+ community for decades," said Sofia Colucci, Vice President of Marketing, Miller Family of Brands. "Miller Lite is a beer that believes everyone should live authentically and that's why we are so proud to tell these untold stories with society at large with Dr. Cervini."
Miller Lite has been working as an ally to the LGBTQ+ community since the 1970s, when the brand sponsored the Folsom Street Fair in San Francisco. Since then, Miller Lite supported various PrideFest events and Pride Weeks in New York City. In addition, the brand was also one of the first companies to offer same-sex domestic partner benefits.
"We are honored to be partnering with Dr. Cervini to shed more visibility on the important role bars have played within the LGBTQ+ community for decades," said Sofia Colucci, Vice President of Marketing, Miller Family of Brands. "Miller Lite is a beer that believes everyone should live authentically and that's why we are so proud to tell these untold stories with society at large with Dr. Cervini."
Miller Lite has been working as an ally to the LGBTQ+ community since the 1970s, when the brand sponsored the Folsom Street Fair in San Francisco. Since then, Miller Lite supported various PrideFest events and Pride Weeks in New York City. In addition, the brand was also one of the first companies to offer same-sex domestic partner benefits.
Trend Themes
1. Beers and Queer History - The 'Beers and Queer History' initiative by Miller Lite highlights the potential for a growing market of beer consumers seeking brands built on inclusive values.
2. LGBTQ+ History-based Marketing - Inclusive marketing campaigns that highlight LGBTQ+ History, such as Miller Lite's initiative, can attract and retain diverse consumer segments while promoting social justice and inclusion across industries.
3. Corporate Sponsorship of LGBTQ+ Events - The growing trend of corporate sponsorship of LGBTQ+ events, with Miller Lite as an early example, presents opportunities for companies to align with diverse communities and gain brand authenticity while advancing social causes.
Industry Implications
1. Brewing Industry - Brewing companies that prioritize inclusive values and build products and marketing campaigns around them can tap into a growing market of diverse consumers seeking socially responsible brands.
2. Marketing and Advertising Industry - Marketing and advertising agencies that prioritize diverse representation and inclusive messaging in campaigns can build brand affinity and drive consumer loyalty while supporting social justice causes.
3. Corporate Social Responsibility Industry - Corporate social responsibility companies that help businesses architect and implement socially responsible business practices, policies and initiatives like Miller Lite's 'Beers and Queer History' campaign can help build brand equity by aligning companies with diverse communities and social justice causes.
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