Over the last almost ten years I have had the distinct pleasure of working with some of the best brands, people and institutions this province, country and world has to offer. Be it out of sheer admiration or on an official campaign, I have loved the LCBO for as long as I can remember. With the power to, for example, bring a small Canadian brand to a whole new level across the province and propel them into success and recognition, the institution that is the LCBO has the power to make real change. This Pride Month, I wanted to take a moment to thank them for everything they are doing to support the 2SLGBTQIA+ communities and to share how your purchase can do so much this month thanks to their efforts!
While I am heartbroken that I am missing tonight’s LCBO Pride event in Toronto, I am so incredibly moved by this years #LovePairsWithEverything campaign. As a member of the 2SLGBTQIA+ community, I am quite familiar with brands that rainbow wash to make a quick buck on the back of #PrideMonth. This campaign on the other hand is the definition of corporate allyship – to directly fund, support and improve the community with an initiative to raise funds and awareness.
“At the LCBO, we are incredibly honoured to be an official sponsor and participant of Pride Toronto celebrations, making it easy for customers to select Good Partner products that give back to the 2SLGBTQ+ community, sharing cocktail and mocktail recipes, and raising over $3,000,000 for the community over the last three years.
We believe love is all about giving, and this year we’re aiming to give even more money by collaborating with a diverse group of fundraising partners. Collectively we have the power to make an even greater impact on the lives of 2SLGBTQ+ community.
It should be noted that participating brands below should also be celebrating for their inclusion in this initiative and to each of them, I also say thank you.
This Pride season, Absolut supports the Absolut Empires Ball — Canada’s most inclusive drag race — and have extended their support with a $10,000 donation to Rainbow Railroad and a $5,000 donation to The 519.
Barefoot is donating $1 from every product sold* to Pflag Canada, a national organization that offers local, practical and emotional peer-to-peer family support for individuals and their loved ones challenged by gender/sexual identity. *Up to $5000
Bud Light is donating a total of $100,000 across various charitable partners in proud support of the community.
Left Field Brewery
Fifty cents from every product sold goes to the Bill 7 Award, a registered charitable trust that awards scholarships to gay, lesbian, bisexual, trans, two-spirited and queer students in Ontario who are in financial need.
Mill Street Brewery
Mill Street Brewery’s Tea Time Lemon Wheat is made in support of Rainbow Railroad. The brewery is donating $20,000 to Rainbow Railroad in support of the incredible work they do each day.
Ten cents from each can of Muskoka Brewery’s Born This Way IPA will be donated to The Get Real Movement’s efforts to combat discrimination and promote acceptance for all in the community. Try Muskoka Born This Way
For the second year in a row, Smirnoff is a gold sponsor for Pride Toronto, supporting their mission to pursue the right for everyone to be safe, valued, equal and proud no matter who they love or how they identify.
Vizzy is supporting the Toronto-based non-profit Queer Collective by donating $25,000 to directly benefit artists and performers. The donation is tied to an initiative where Vizzy and Queen Priyanka will break a world record in spreading positive vibes through compliments. Vizzy will encourage others to do the same, with each good vibe deed triggering a donation from Vizzy to the community via Queer Collective.
I commend each and every brand and the efforts of the people at the LCBO for putting together a plan to literally change the lives and in some cases save the lives of 2SLGBTQIA+ people both here in Ontario, in Canada and around the world via the charities they are supporting. I encourage each and every one of you to support these brands and to please give on your next visit to the LCBO this Pride Month and Pride weekend!
This post is not intended to be seen by persons under the legal alcohol drinking age or in countries with restrictions on advertising on alcoholic beverages. Please remember to enjoy responsibly and never drink and drive.
Photos: Daniel Reyes Cocka and aforementioned participating brands
Don’t forget to be kind & laugh a little more this year
*Please note that this may be a sponsored post and promotional consideration may have been offered by participating brands – our disclosure can be found at all times by clicking here.