Posts Tagged ‘Gay’

 

Wineries are coming out loud and proud in their support of gay marriage. They’re putting it right on the label.

“Little by little, we’re breaking down the barrier,” says Gary Saperstein of Out in the Vineyard, an events and tour company based in Sonoma wine country that caters to gay travelers.

One of the barrier breakers is Same Sex Meritage, a red blend that sends its message on the bottle and at the cash register: One dollar for every bottle sold is donated to the advocacy group Freedom to Marry.

“It’s the right thing to do,” says Matt Gold, who is based in Chicago and teamed with Josh Stein of Stein Family Wines in California to make the wine, which launched last December. Meritage is a brand name that refers to a Bordeaux-style blend. And, of course, it sounds a lot like marriage.

Gold and Stein see their business partnership as a way to make wine and make a statement. “Everyone should have the right to marry. Everyone should have the same rights as anyone else,” says Gold.

Same Sex Meritage isn’t the only wine reaching out to the LGBT community.

Egalite, a bubbly from the Burgundy region of France, was launched earlier this year with the name French for equality reflecting the wine’s origins as a Burgundy cremant (sparkling wine) and its support for the gay community. Each quarter, a portion of profits is donated to a LGBT nonprofit organization chosen by fans of the wine on Facebook; $15,000 has been donated since the wine’s January launch.

 

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Global market research company Mintel recently estimated the spending power of the gay population to be between £6bn and £8bn per annum in the UK and US$464bn in the US.

 

With these kind of numbers in mind it is perhaps no surprise that some drinks companies have sought out the “pink pound”.

In the book Principles of Marketing, authors Frances Brassington and Stephen Pettit wrote: “Gay consumers are perceived to have a higher than average income, and almost 60% of gay men are either single or not cohabiting. Those who are cohabiting are likely to be in dual income households.” The book adds: “The lack of dependents and responsibilities gives gay consumers more opportunities for lifestyle spending with a strong focus on leisure and socialising.”

According to gay website Queerty.com, “if there are two things gays like to be at the forefront of it’s trends and liquor.” So, with this attitude and the knowledge that the Gay Times magazine claims that 80% of its readership comes from the ABC1 socioeconomic groups, compared with 43% of the general population, targeting the gay population should make sense for many drinks brands.

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