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
1. 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.
2. 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.
3. 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
1. 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.
2. 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.
3. 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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