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Celebrating diversity, inclusion, equity, and justice within the craft beer community
Celebrating diversity, inclusion, equity, and justice within the craft beer community
Beer Culture

Rainbow Washing: Raise a Glass to Breweries with Concrete Pride Support

Beer is for Everyone
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June 30, 2022
5 Mins read
Rear view of young woman waving rainbow flag

by John Nelson

 

We’re on the last day of Pride Month, and we’ve seen some amazing displays throughout the country and world of comradery and solidarity for those identifying as LGBTQIAA2S+. For all of June big cities like Seattle, New York, and Los Angeles have been swimming in Pride-inspired events like parades, concerts, drag shows, bike rides, runs, and much more. Hell, even rural America is getting in on the fun in celebrating this unique and important segment of our population.

 

Attendees of such events are observed smiling from ear to ear: Smiling for no longer hiding who they are, feeling comfortable in their own skin. And smiling from non-identifiers too, in a state of pure bliss, as they witness those around them feel accepted, loved, and finally understood. These events, or Pride Month in general, showcase a truly remarkable display of humanity’s ability to overcome deeply rooted bigotry.

 

But what happens when the music stops, when the parade floats are disassembled, and the focus is shifted away from the LGBTQIAA2S+ community? As the month comes to an end, like Thanksgiving décor in early December, the rainbow gets drawered. And in an orchestrated display, company after company alters their logo back to the original, hanging up the rainbow flag graphic until next year. 

 

In our yearly spin around the sun cycle, holidays and celebrations come and go. And rainbow doesn’t have to be worn every day (props to you if you choose to keep rockin’ it though). Decorations get moved back into storage, but values, morals, and reasons for celebrating remain present and transparent…sometimes.

 

Though retiring rainbows after Pride Month is normal and common, many of those same rainbow logo-altering companies are prime disingenuous examples of never caring about LGBTQIAA2S+ issues to begin with. Or worse, some are regular and consistent promoters or funders of anti-LGBTQ+ initiatives. 

 

What is Rainbow Washing?

 

Photo Courtesy of New Belgium

 

Maybe you’ve heard of greenwashing? When certain companies or organizations use deceptive marketing to “present confusing or misleading claims that lack concrete information about the actual environmental impacts of whatever’s being advertised.” (Morteza Abolhasani, et al. ‘Greenwashing: how ads get you to think brands are greener than they are – and how to avoid falling for it’).

 

We have ample examples of greenwashing in the US, but perhaps none better than the behemoth fossil fuel companies. Here’s an example of a tweet from Shell that garnered recent attention from consumers and politicians:

 

Photo Courtesy of Julie Mallat

 

Shell, a multi-national fossil fuel company, one of the leading contributors of global emissions, asking their consumers “what are you willing to change to help reduce emissions?”, is a factitiously obvious deflection of responsibility in response to global warming. And of course, doing so while taxpayers subsidize their product in the form of roads. 

 

So what’s the connection? The point is just to say that greenwashing is simply just a form of marketing (albeit, deceitful marketing). And the same goes with rainbow washing. This dishonest advertising is merely just companies cashing in on popular support.

 

That’s right! Environmental and LGBTQIAA2S+ issues are quite popular, and only becoming more so over time. After polling 1,000 U.S. adults on the issue, Bloomberg reports that “71% of respondents said they support the legal right to same-sex marriage, beating last year’s record by one percentage point.” (Ella Ceron, ‘More Americans Support Same-Sex Marriage Than Ever’).

 

With this in mind, many corporations often configure advertisement to this popular support while simultaneously supporting measures that directly oppose these values. As it relates to beer, let’s take Budweiser for example. For years Budweiser has rolled out rainbow cans, bottles, and ads to commemorate Pride Month.

 

Photo Courtesy of Budweiser

 

According to Budweiser, they will “donate $1 to GLAAD (Gay and Lesbian Alliance Against Defamation), up to $150,000 to assist in their efforts of creating a world where everyone can live the life they love.” (Anheuser-Busch, ‘Bud Light Celebrates World Pride with Rainbow-Inspired Bottles Benefitting GLAAD’).

 

This is all well and good, but it’s Budweiser’s support behind closed doors which is worrisome. Corporate Accountability Action (an organization aimed at holding corporations more accountable) “used data compiled from the National Institute on Money in Politics to show that Anheuser-Busch contributed more than $35,000 to 29 legislators it described as anti-LGBTQIAA2S between 2015 and 2020.” (CBS News, ‘Anheuser-Busch’s political donations has Stonewall Inn banning some beers’). 

 

Corporate deception like this is nothing new and indeed often frustrating for many of us consumers. However, there may be a silvery rainbow lining to this disingenuous marketing, aside from still bringing attention to the issue. That being, when companies engage in rainbow washing, keen LGBTQIAA2S+ activists are quick to put pressure on these organizations by pointing out hypocrisy and demanding real change.  

 

In describing what “real change” may look like in a piece for CBC, Aimee Langer states that real change “means that we, queer and straight people alike, need to demand that the pandering be done in good faith.” (Langer, ‘’Rainbow capitalism’ is pandering, pure and simple, but it can still help drive social change’).

 

Langer goes on to give the following examples of what she considers “real change” for the LGBTQIAA2S+ community:

 

  • Demanding workplace policies to develop inclusive work environments;
  • Hiring LGBTQ+ people at all levels, including high-level corporate positions;
  • Planning and running community events that promote LGBTQ+ interests, arts, and businesses;
  • Creating partnership and mentorship initiatives with queer businesses;
  • Providing internships through universities and high schools;
  • And creating capital grant programs for queer entrepreneurs.

 

All the More Reason to Support Craft Beer

 

The craft brewing industry is unique in many ways, but perhaps most notably in its overwhelming ability to avoid corporate consolidation. Yes, many craft breweries ‘sell out’ to larger conglomerates, but by and large, the sector is made up of small, independent operations. Aside from the restaurant industry, America really doesn’t have too many other industry examples that avoid monopolization to this degree. 

 

And because of that independence, these breweries are not tied down to shareholders, or appeasing political donors. As such, many of them are not hesitant to speak their minds on social issues; We’ve seen recent examples of support for Black Lives Matter, Ukraine, and most certainly for the LGBTQIAA2S+ community. 

 

With anti-trans rhetoric and legislation gaining steam, opposition to these bigoted forces is more crucial now than ever. Corporations understand the power that consumers hold in enacting real change, merely in their purchasing decisions. Now that Pride is winding down, it is imperative that we remember and raise a glass to the breweries and establishments that support LGBTQIAA2S+ year-round and recognize their never-ending effort in achieving inclusivity.

 

Sources

Content:

  • ‘’Rednecks 4 Rainbows’: Surge in small-town Prides helps LGBTQ folks find home. Is it enough?’
  • ‘Greenwashing: how ads get you to think brands are greener than they are – and how to avoid falling for it’
  • ‘More Americans Support Same-Sex Marriage Than Ever’
  • ‘Bud Light Celebrates World Pride with Rainbow-Inspired Bottles Benefitting GLAAD’
  • ‘Anheuser-Busch’s political donations has Stonewall Inn banning some beers’
  • ‘’Rainbow capitalism’ is pandering, pure and simple, but it can still help drive social change’
beer is for everyone craft beer LGBT LGBTQ LGBTQIAA2S Queer Rainbow Capitalism Rainbow Washing
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For those of you still interested in responding to For those of you still interested in responding to the questionnaire survey, please email your responses by Friday. If you still want to participate, email me at info@beerisforeveryone.com 💛

Thank you to all those who have courageously shared their stories! I’ll be reviewing and responding to everyone next week. Cheers!
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⚠️🚨 HEY, YOU! 🚨⚠️

Yeah, you!! I heard you when you said August can be a busy month & decided to re-open the 🍻 Craft ExBEERiences Survey 🍻 until the end of September!!

This survey is designed for anyone who currently works at a craft brewery in the U.S. in any capacity (e.g., full-time, part-time, front-of-house, back-of-house, sales, marketing, distro, brewers, owners, etc.).

It’s an opportunity to have your voice heard & to contribute to our understanding of workplace culture, worker well-being & what it’s really like to work in the craft beer industry today! To learn more about it, swipe to the next pic & ✨ SEE LINK IN BIO ✨

If you haven’t had the chance to participate or to share this survey with others in the craft beer industry yet, now is the time‼️

🙏 Feel free to TAG OR SHARE THIS POST with a friend, colleague, your favorite brewer, beertender or brewery to help spread the word 🙏

Really grateful for everyone’s support… cheers to all 🍻

-Sam ❤️
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It has been a month since the devastation, but there’s so much more recovery to go. Mahalo nui to all those who have given toward this important cause 🤎
Thank you to everyone who participated in the emai Thank you to everyone who participated in the email survey on burnout. After seeing the overwhelming interest in the topic of burnout for our industry and community, Beer is for Everyone has partnered with @infinite.ingredient, a 501(c)(3) non-profit organization dedicated to the mental and physical health of craft beverage employees. We will be collaborating to conduct a full-fledged qualitative survey on the subject.

We will be seeking funding over the next few months in order to properly conduct this research. Therefore, if you’re interested in this topic or the research, make sure to follow Beer is for Everyone and Infinite Ingredient for updates.
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For those of you still interested in responding to For those of you still interested in responding to the questionnaire survey, please email your responses by Friday. If you still want to participate, email me at info@beerisforeveryone.com 💛

Thank you to all those who have courageously shared their stories! I’ll be reviewing and responding to everyone next week. Cheers!
#Repost from @fullpour
•
⚠️🚨 HEY, YOU! 🚨⚠️

Yeah, you!! I heard you when you said August can be a busy month & decided to re-open the 🍻 Craft ExBEERiences Survey 🍻 until the end of September!!

This survey is designed for anyone who currently works at a craft brewery in the U.S. in any capacity (e.g., full-time, part-time, front-of-house, back-of-house, sales, marketing, distro, brewers, owners, etc.).

It’s an opportunity to have your voice heard & to contribute to our understanding of workplace culture, worker well-being & what it’s really like to work in the craft beer industry today! To learn more about it, swipe to the next pic & ✨ SEE LINK IN BIO ✨

If you haven’t had the chance to participate or to share this survey with others in the craft beer industry yet, now is the time‼️

🙏 Feel free to TAG OR SHARE THIS POST with a friend, colleague, your favorite brewer, beertender or brewery to help spread the word 🙏

Really grateful for everyone’s support… cheers to all 🍻

-Sam ❤️
•
•
•
•
•
#drinklocalbeer #localbrewery #craftbeer #craftbeercommunity #craftbeernation #craftbeerlover #instabeer #hazy #hophead #beerlove #beerme #womeninbeer #beergirl #craftbeergirl #craftbrewery #craftbrewing #craftbeerculture #beerthirty #ctbeer #newenglandbeer #craftbeerlove #drinklocalbeers #independentbrewers #brewerlife #brewpub #taproom #brewer #independentcraftbeer #beereducation
#Repost from @urbangardenbrewing • Whooo!!!! THA #Repost from @urbangardenbrewing
•
Whooo!!!! THANK YOU for liking, sharing, and commenting!! Big shout-out to all of our backers so far! We reached a new milestone, 30% raised!

Tap that link in the bio - Let's craft history #TOGETHER !!!

#urbangardenbrewing #drinkquality #stayrooted🌱
If you’re interested in participating in our bri If you’re interested in participating in our brief survey on burnout for activists and advocates in the craft beer industry, please make sure to submit your emails by next Friday, 9/22. Thank you!
For those still donating items to Maui Wildfire Re For those still donating items to Maui Wildfire Relief, these are the items that are of need!

It has been a month since the devastation, but there’s so much more recovery to go. Mahalo nui to all those who have given toward this important cause 🤎
Thank you to everyone who participated in the emai Thank you to everyone who participated in the email survey on burnout. After seeing the overwhelming interest in the topic of burnout for our industry and community, Beer is for Everyone has partnered with @infinite.ingredient, a 501(c)(3) non-profit organization dedicated to the mental and physical health of craft beverage employees. We will be collaborating to conduct a full-fledged qualitative survey on the subject.

We will be seeking funding over the next few months in order to properly conduct this research. Therefore, if you’re interested in this topic or the research, make sure to follow Beer is for Everyone and Infinite Ingredient for updates.
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Beer is for Everyone is a grass roots project that was born from the need for more diverse bodies, spaces, and voices within the craft beer community. We look to encourage the inclusion of all people who love craft beer.

Most Popular

Lone Star Riddles

Yellow plastic crates with beer bottles in a brewery.,Bairds Brewery,Japan

The Ratmagnet Effect: What We Learned and What Was Left Unsaid

Girl writing "#metoo" on a mirror with a red lipstick.

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