Bev, Los Angeles, announced the launch of its Serving Pride campaign in benefit of wayOUT, a non-profit organization seeking to empower LGBTQ+ people to feel safe being who they really are.
The campaign, which includes new product innovation, out-of-home advertising, a social campaign and Los Angeles-based activations, kicked off with the launch of limited-edition Bev Pride, a white wine spritz, with 10% of the proceeds to be donated to wayOUT, the company says. The launch coincides with Bev announcing Academy Award-winning actor and director Halle Berry, who makes a cameo in the campaign video, as its newest investor.
Bev Pride is a new 5% ABV spritz that pairs premium Sauvignon Blanc wine with crisp, clean, and bold bubbles for a playfully tart, deliciously dry taste, it says. Crafted from California grapes, each ready-to-go, single serve, 250-ml can has zero sugar and only 72 calories in each serving, it adds.
The limited-edition SKU was revealed on social media in a 1:50 second spot featuring TikTok's 'The Old Gays' and included an appearance by Berry. The spot, which pays a cheeky nod to Charlie's Angels, asks each of the four members of the utterly iconic group to share how they are committing to living their best lives and serving pride. The campaign also will feature out-of-home advertising in select markets, including Venice, California; Miami, Florida; and New York's West Village.
"As a female-founded and led brand operating in an industry known for its lack of diversity, my intention with Bev has always been to create a brand that felt inclusive and spoke to our customers in a positive, uplifting, and authentic way," said Alix Peabody, founder and CEO of Bev, in a statement. "That is why this year, it was important for us to use our privilege and platform to help support wayOUT, an organization that's committed to the safety and empowerment of LGBTQ+ people nationwide. We're honored to be partnering with the non-profit this month and beyond."
Brenden Kennedy, national board president of wayOUT, added: "By investing in affirming spaces in local communities across the country, wayOUT aims to change what it means to grow up as a gender or sexual minority in the United States. We know that programs that promote inclusivity and authenticity not only improves the lives of LGBTQ+ people but saves them too. Bev's commitment to safely celebrating individuality is the perfect, natural alignment to what wayOUT represents as an organization. We are humbled and incredibly grateful to be partnering with Bev to spread our mission and Serve Pride."
Bev's limited-edition varietal, Bev Pride, will be available on drinkbev.com and at Target, Total Wine, and other select retailers nationwide.