This month, Samuel Adams launched its “Love Conquers All” campaign with nonprofit GLAAD to share live poetry written and performed by LGBTQ+ performers at New York’s Stonewall Inn, site of the Stonewall riots of 1969. The brand is also selling limited-edition rainbow cans for Pride Month, pledging a $100,000 donation to GLAAD and matching donations from customers up to $25,000 to directly benefit Black LGBTQ+ recipients.
The campaign comes along with the annual sale of Love Conquers Ale, a Blackberry Basil Lime Gose brewed in the company’s Boston Brewery.
Boston Beer Company founder Jim Koch said in a statement the beer is “brewed by and for the LGBTQ+ community” and is meant to celebrate “love, togetherness and equality.”
Samuel Adams is incentivizing customers to donate to the cause in exchange for an entry to win a can of Love Conquers Ale signed by a performer from…