By Mark Olson, Events Manager | June 18, 2021 GLAAD.org
Samuel Adams has released its annual Pride beer, Love Conquers Ale, but this year they’ve teamed up with New Belgium to share the love. Both brewers share a commitment to fostering an inclusive setting for coworkers, partners and drinkers that supports and celebrates the LGBTQ+ community, which laid the groundwork for them to co-produce this year’s Pride beer.
During the month of June, Samuel Adams and New Belgium will donate 100% of the purchase price of the co-brewed Love Conquers Ale directly to GLAAD to help accelerate acceptance for the LGBTQ+ community. From brewing better beer, to building a better community and bettering each other, Samuel Adams and New Belgium know that by working together they can make a greater impact.
“We’ve worked with Samuel Adams for the past two years and to see this partnership grow has been fantastic,” said John McCourt, Senior Director at GLAAD. “Sharing a message of love and inclusion always leads to positive – and delicious – results. We love to bring more brand partners into the fold to help us accelerate acceptance.”
Samuel Adams joined GLAAD’s second annual Pride Unboxed as an Official Sponsor this year as well, providing a branded fanny pack for the box and donating directly to GLAAD.
Behind the Beer: Love Conquers Ale
First brewed in 2017, Love Conquers Ale has always intended to do what beer does best: bring people together. Samuel Adams Boston Brewery coworkers first concepted the Blackberry Basil Lime Gose for a Pride celebration at the brewery. Love Conquers Ale, brewed by and for the LGBTQ+ community, is meant to represent the spirit of Pride and brings unique ingredients together harmoniously to create a beautiful beer. The bright fruit notes, refreshingly light body and pink hues make it the perfect brew to celebrate love.