This year, Barefoot Wines, a brand of E. & J. Gallo Winery, continues to strive for equality and invites consumers to hashtag #MarchOnwardwithUs by launching a 2021 Barefoot Bubbly Pride Collection with proceeds benefiting Free Mom Hugs (FMH) and the National Center for Transgender Equality (NCTE).
“Barefoot has supported and advocated for the LGBTQ+ community for more than three decades and will continue to be an ally of the community and what Pride stands for. We support inclusion of all, and our LGBTQ+ initiatives exist precisely so we can contribute to creating safer, more welcoming spaces for the community,” said Anna Bell, vice president of marketing for Barefoot Wines, in a statement.
The Barefoot Bubbly Pride Collection features two vibrant new designs inspired by the pink, white and blue transgender Pride flag and the historical rainbow Pride colors. Both bottles feature an all new varietal: Barefoot Bubbly Sweet Rosé. Proceeds from each case of Barefoot's Pride packaging benefit Free Mom Hugs and the National Center for Transgender Equality. The Barefoot Bubbly Pride Collection now is available to purchase on The Barrel Room and at stores nationwide for a suggested retail price of $9.99.
Barefoot renews its ongoing partnership with Free Mom Hugs, a nonprofit organization consisting of parents and allies who love the LGBTQ+ community and work toward full affirmation and equality. Proceeds from each case will go to Free Mom Hugs to support their signature tour to celebrate Pride virtually, as well as their national Pride ride, and nomination relief packages, during the 2021 season.
"When a company like Barefoot continues to be visible and vocal in their LGBTQ advocacy work, it sends a message to families like mine and the world that they are strong, faithful allies of the LGBTQ community," said Sara Cunningham, founder of Free Mom Hugs, in a statement. "We are proud to be their partner on this journey to making the world a safer place for everyone."
Barefoot also is partnering with the NCTE to help roll out the second U.S. Transgender Survey (USTS), the largest survey ever devoted to the lives and experiences of transgender and gender non-conforming people. An internal Barefoot survey showed that 63% of Americans aren't familiar with the transgender flag. Barefoot's new transgender pride flag design aims to increase awareness, acceptance and love of transgender individuals among Americans. Proceeds from each bottle purchased will directly contribute to the success of the 2022 U.S. Transgender Survey (USTS), enabling the creation of survey-taking sites across the country and providing equipment necessary for completing the survey, with the goal of increasing access and participation.
"We are extremely excited to partner with a renowned brand like Barefoot to further build awareness and support of the transgender community. Barefoot has proven a loyal LGBTQ+ ally for over thirty years, and we are excited to work together this year to promote the U.S. Transgender Survey, which is critical to increasing safety, equality, and visibility for all transgender people," said Rodrigo Heng-Lehtinen, deputy executive director of NCTE.
Barefoot understands being an ally means showing up year-round and not just for Pride Month. Barefoot will fuel the momentum of its LGBTQ+ initiatives through the rest of the year, including a yet-to-be-announced digital content campaign later this summer.