Bev partners with wayOUT and The Old Gays for Pride

Bev, the LA-based company committed to ‘breaking the glass’ with wine crafted for the can, has announced the launch of its Serving Pride campaign in benefit of wayOUT, a non-profit organisation seeking to empower LGBTQ+ people to feel safe being who they really are.

The campaign, which includes new product innovation, out-of-home advertising, a social campaign, and Los Angeles-based activations, kicked off on 16 June with the launch of limited-edition Bev Pride, a white wine spritz that donates 10% of proceeds to wayOUT. The launch coincides with Bev announcing Academy Award winning actor and director Halle Berry, who makes a cameo in the campaign video, as its newest investor.

Bev Pride is a new 5% AbV spritz that pairs premium sauvignon blanc wine with crisp, clean, and bold bubbles for a playfully tart, deliciously dry taste, according to the company. Crafted from California grapes, each ready to go, single serve, 250ml can holds 1 ½ glasses with zero sugar and only 72 calories per serving.

The limited-edition SKU was revealed on social media this morning in a one minute and fifty second spot featuring TikTok’s ‘The Old Gays’ and included an appearance from Halle Berry. The spot, which pays a nod to Charlie’s Angels, asks each of the four members of the utterly iconic group to share how they are committing to ‘living their best lives’ and serving pride. The campaign will also feature out-of-home advertising in select markets, including Venice, California; Miami, Florida; and New York’s West Village.

“As a female-founded and led brand operating in an industry known for its lack of diversity, my intention with Bev has always been to create a brand that felt inclusive and spoke to our customers in a positive, uplifting, and authentic way,” said Alix Peabody, founder and CEO of Bev. “That is why this year, it was important for us  to use our privilege and platform to help support wayOUT, an organisation that’s committed to the safety and empowerment of LGBTQ+ people nationwide. We’re honoured to be partnering with the non-profit this month and beyond.”

“By investing in affirming spaces in local communities across the country, wayOUT aims to change what it means to grow up as a gender or sexual minority in the United States. We know that programmes that promote inclusivity and authenticity not only improves the lives of LGBTQ+ people but saves them too,” said Brenden Kennedy, national board president of wayOUT. “Bev’s commitment to safely celebrating individuality is the perfect, natural alignment to what wayOUT represents as an organisation. We are humbled and incredibly grateful to be partnering with Bev to spread our mission and Serve Pride!”

Bev’s limited-edition varietal, Bev Pride, is on drinkbev.com and at Target, Total Wine, and other select retailers nationwide. Customers can purchase it as part of a four-pack for $14.99. For every purchase, Bev will be donating 10% of proceeds directly to wayOUT.

For more information on Bev’s Serving Pride campaign, visit, www.drinkbev.com/pages/bev-pride. Additionally, information on wayOUT can be found at: www.wayout.lgbt.

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