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With 100% of profits* going to Pride Foundation Australia, meet the eye-catching range of drinks with a good cause.
When a great idea comes along, you’ve just gotta make it happen. That’s the story behind ‘Loud & Proud’ – a colourful new drinks range dedicated to Pride, with 100% of the profits* going to Pride Foundation Australia (PFA), an organisation that funds projects to address the systemic disadvantage of LGBTQIA+ communities and individuals across the country.
A collaboration between PFA and Endeavour Group (the folks who own Dan Murphy’s, BWS and others), the 6-drink range serves as a veritable ‘Greatest Hits’ of the beverage aisle, all designed with Pride in mind. And with the money raised going to support drug and alcohol programs for the community, these drinks come packed with loads of karma points.
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Let’s start with the wine. First up, a medium-bodied grenache with notes of plum and berry, perfect for sipping while watching the RuPaul’s Drag Race finale (not long to go now!). Then there’s a delicate rosé with notes of strawberry and a pinot grigio bursting with vibrant pear and crispy apple, both perfectly appropriate for all your Mardi Gras dinner parties. Then, of course, the bubbles. A brut cuvée that’s made crisp with summer fruits and lightly buttery on the base – perfect to sip or spray, depending on how you like to celebrate. Rounding out the summery selection is a refreshing pale ale and watermelon-flavoured seltzer. Great side acts for when you’re having fun in the sun (and, you know, marching for the equality, inclusion and rights of your LGBTQIA+ self and/or friends).
And then there’s the packaging. Taking inspiration from the rainbow flag, these drinks are truly made to be seen. Loud? Yup. Proud? Absolutely. Guaranteed to be the brightest bottle of pinot grigio you’ve ever bought.
And though it definitely looks fab, the design isn’t just for aesthetics. “Pride is all about visibility and creating a safe environment for anybody that identifies as part of the community,” says Ash Martin, Co-Chair of Proud at Endeavour, a company committee for inclusivity and change at Endeavour. “Not only does visibility create that safety, but also raises awareness for others and inspires them to learn more about the LGBTQIA+ community and how they can be an ally. This is why campaigns like this can have such a high impact, given the footprint Endeavour has. We believe that our vast network across Australia gives us an incredible opportunity to have a deep impact in the communities we operate in and we have a responsibility to take the lead on creating a more inclusive Australia.”
Sarina Jackson of Pride Foundation Australia agrees the range will not just raise funds and drive awareness, but also promote acceptance amongst customers and staff alike, “The national reach of the Endeavour Group and visibility of this campaign also creates an avenue to start a conversation about LGBTQIA+ areas of need in the broader community.”
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The Loud & Proud range is limited edition, but the partnership of PFA and Endeavour Group is here to stay. So grab a drink and watch this space.
The Loud & Proud drink range is available nationally in select Dan Murphy’s stores from the 17th of Feb (for a limited time only), with 100% of profits* going to Pride Foundation Australia to fund drug and alcohol programs for the LGBTQIA+ community.
WA & QLD coming soon.
* Endeavour will donate to the Pride Foundation an amount equal to the retail price that you pay minus the wholesale cost to us of sourcing the product, for each unit of product. Endeavour will absorb all other overhead costs associated with facilitating the sale of the goods to you.
