Every June, the LGBTQ community celebrates Pride Month. Pride Month originated on June 28, 1969, when police in New York raided a gay bar called Stonewall. This aroused the resistance of the gay community, and in 1970, the first gay rights movement in history took place in New York, and then spread to Los Angeles and San Francisco.

To celebrate the upcoming Pride Month, Bud Light, a subsidiary of Anheuser-Busch InBev, has teamed up with the Gay & Lesbian Alliance Against Defamation (GLAAD) to launch a rainbow bottle of Bud Light. In addition to using the LGBTQ rainbow flag as the latest color, the iconic creed printed on the bottle of Bud Light has been changed to words supporting LGBTQ. It debuted at the 30th GLAAD Media Awards on May 4 and will go on sale across the United States next month.

GLAAD was founded in 1985 and is a well-known national anti-discrimination organization in the United States. Its media awards are awarded annually to celebrities in the American film, television and media industries who have made outstanding contributions to promoting fair, inclusive and objective representation of homosexuals. In 2006, at the 17th GLAAD Media Awards ceremony held by GLAAD, the film "Brokeback Mountain" won the GLAAD Media Award for Outstanding Film.

Bud Light, launched by Anheuser-Busch in 1982, is one of the best-selling beers in the United States. Since it has not yet officially entered the Chinese market, "Bud Light" is not its official Chinese name.

The new rainbow-colored bottle of light beer will not be sold in supermarkets, but will be sold in bars and events in the United States. To kick off Pride Month, the rainbow bottle of light beer will be on sale at the Governor's Festival in New York City from May 31 to June 2. Bud Light said that in order to help GLAAD create a world where everyone can live the life they love, it will donate $1 to GLAAD for every bottle of beer sold between May 27 and June 30, with an estimated maximum of $150,000.

      "For 20 years, Bud Light has partnered with GLAAD to accelerate acceptance of the LGBTQ community," said Zeke Stokes, GLAAD's chief program officer. "Bud Light stood with the community at a time when many brands were not, and their continued, unconditional support set the standard for other brands to follow."

“Bud Light has been a supporter of the LGBTQ+ community since the 80s, and we’re excited to continue our long-standing partnership with GLAAD, working with them to celebrate the LGBTQ+ community and all that GLAAD does to support it,” said Andy Goeler, Bud Light’s vice president of marketing, in a statement. “In our minds, our beer is for everyone to enjoy, so we look forward to seeing the Pride Rainbow bottles in bars throughout June and beyond. With the release of these new bottles, we hope to create something that everyone can be proud of during Pride Month, which will have a positive impact on GLAAD’s advocacy and the LGBTQ+ community as a whole.”

In addition, Disneyland Paris released the official news last month that it will officially hold the "Magical Pride" on June 1, 2019, the first day of Pride Month. On that day, there will be many special Pride parties throughout the Disneyland, including the official magical parade, exclusive live concerts, themed photography, etc., which will jointly spread the colors of the rainbow in the Disney fairytale kingdom.

 

      In fact, Disney held the "Disney Gay Days" in 1991, which attracted more than 3,000 gays to visit Disneyland in Florida that day; Disney's first unofficial gay parade took place in Disneyland Paris in 2014.

Last year, Disney sold a rainbow Mickey Mouse ear headdress in the park as a symbolic support for the LGBTQ community. Later, after Disney received a good score in the Human Rights Campaign's Corporate Equality Index, it finally decided to join the official support and expand the "Disney Gay Days" event this year.

Pride Month is a great marketing opportunity for brands. In addition to establishing their own politically correct brand image and values to the outside world, such marketing gives mainstream non-LGBTQ people the opportunity to pay attention to the LGBTQ community and feel the brand's concern for various audiences, thereby enhancing the brand's image.

This marketing method also allows the LGBTQ community to gain a sense of identity and belonging, and the LGBTQ community has become a consumer group that cannot be ignored. In 2017, the National Gay & Lesbian Chamber of Commerce (NGLCC), a business organization representing the LGBTQ community in the United States, released its first "American LGBTQ Economy" report, showing that LGBTQ companies certified by the organization brought $1.7 trillion in revenue to the US economy in 2016; more than 900 LGBTQ companies created more than 33,000 jobs across the United States.