As Pride month is well underway and celebrations seem to be back in full swing post-pandemic, Samuel Adams is reinforcing its commitment to creating safe and inclusive spaces that bring people together to share a beer, celebrate Pride, and support the LGBTQ+ community. The Boston Beer Company signs the Safe Bars P.A.C.T. initiative and implements taproom trainings alongside the annual Pride beer release, Love Conquers Ale.
Now more than ever, Samuel Adams recognizes the importance of implementing actionable resources for coworkers, drinkers, and LGBTQ+ community members at large, which is why the brewer is prioritizing inclusivity and taking its active allyship a step further. In partnership with GLAAD, Samuel Adams has identified, committed and signed the Safe Bars P.A.C.T. (Promise of Awareness, Compassion, and Trust) – a code of conduct for professional beverage organizations, trade associations, and non-professional beverage groups to sign and commit to – and is now calling on other craft breweries to do the same.
“Beer has a powerful way of bringing people together, and with that power comes responsibility. I believe craft brewers can play a critical role in providing safe and inclusive spaces for everyone to enjoy great beer, starting with our own taprooms and breweries,” said Jim Koch, Samuel Adams Founder and Brewer. “Known for our revolutionary spirit, Samuel Adams is calling on craft breweries everywhere to join us in signing the Safe Bars P.A.C.T. so we can show our Pride everyday.”
Samuel Adams will also donate $100,000 to Safe Bars* to further support the organization’s P.A.C.T. initiative and training programs in bars and craft breweries nationwide, with the goal of creating welcoming spaces for guests and safe and respectful workplaces for staff.
“It’s human nature to come together and celebrate. Everyone deserves to do that where they’re safe, respected, and valued,” says Lauren R. Taylor, Director of Safe Bars. “Safe Bars exists to train the hospitality industry in making nightlife safer and more inclusive, and we’re thrilled to partner with Boston Beer and GLAAD to strengthen the craft beer community. Cheers to our diversity, and cheers to our pride.”
Boston Beer Company, makers of Samuel Adams, has already begun implementing Safe Bars de-escalation and bystander trainings as part of the Safe Bars P.A.C.T. commitment across its local breweries and taprooms. With continued support from GLAAD and Safe Bars, Samuel Adams invites all drinkers, no matter who they are, who they love, or how they express themselves, to celebrate Pride in bars and on parade routes across the country.
“Gathering with community, laughing, dreaming, and enjoying a beer has the ability to change the world. As LGBTQ communities gather in safe spaces with our friends and allies, we recognize how our community has come through so much, with so much more work ahead of us,” says Ross Murray, Vice President of the GLAAD Media Institute. “GLAAD is proud to join with Samuel Adams and Safe Bars to ensure that those gatherings are safe and welcoming.”
Love Conquers Ale 2022
First created by Samuel Adams LGBTQ+ coworkers and allies in 2017, Love Conquers Ale is brewed annually as a way to represent and showcase Samuel Adams’ Pride, serving as a platform for togetherness, love, and inclusion wherever it is enjoyed and whoever it is shared with. This year’s Love Conquers Ale brew is a welcoming beer with hints of hibiscus and yuzu for bright citrus and prickly pear creating a bold, pinkish hue that captures the joy and expression of Pride.
Starting June 1 through August 31, Love Conquers Ale will be available in 6-pack 12oz cans for drinkers to purchase in select key markets including Boston, Cincinnati, Chicago, Washington, D.C., New York, and Philadelphia. The brew will also be available on tap at the following locations:
Also starting in June, Samuel Adams and Safe Bars will be hosting local kickoff events in cities where Love Conquers Ale is available, including around DC’s Queer Beer Fest and Chicago’s Pride in the Park, to welcome drinkers back to bars and encourage safe and welcoming Pride celebrations.