Budweiser has launched its new campaign, which includes releasing special edition cups decorated with many different flags from the LGBTQ+ community.
‘Fly The Flag’ is intended to celebrate the LGBTQ+ community’s diversity, and raise awareness of other groups, who are represented by flags less well-known than the universal rainbow flag.
These include pansexuals, asexuals, those who are genderfluid, and those who are non-binary.
There are nine separate cups released as part of the campaign, and each one comes with a brief explanation on Budweiser UK’s Twitter account.
Budweiser will also be sponsors of London’s Pride parade, which takes place on July 6th. 2019 will also be the 50th anniversary of the protest and parade movement, and Budweiser hope their products will be at the centre.
The beer brand is also working with BiPride UK, The Mix, Transpals, Switchboard, London Friend, Metro Charity, AVEN and Blackout UK, who will each receive a donation.
Budweiser acknowledge the widespread recognition of the classic rainbow flag for LGBTQ+ rights, but the flags of smaller groups are still unrecognised by most.
Martina Isella, Senior Brand Manager at Budweiser, said: “Pride is a time for people to be proud and have freedom of expression, and this is what Budweiser as a brand is all about.
“We wanted to create a campaign in partnership with all the people that make up the wider LGBT+ community in mind, and we worked closely with our friends at Pride in London to ensure that this campaign was as relevant to as many as possible.”
This is not the first time Budweiser has partnered with LGBTQ+ causes, but they have not avoided controversy in the past.
Last year, Budweiser was heavily criticised for sponsoring Pride events while continuing to support the World Cup in Russia, where LGBTQ+ individuals suffer human rights abuses.