Bud Light Canada Celebrates Pride with Limited-Edition Rainbow Inspired Cans Benefitting Rainbow Railroad
Bud Light is partnering with the Canadian-based human rights organization to pledge up to $100K toward Rainbow Railroad's work to help persecuted LGBTQ+ people escape harassment and violence
TORONTO, May 28, 2019 /HalcyonTV/ - In their continued support of inclusivity and the LGBTQ+ community, Bud Light Canada is partnering with Canadian-based international charity Rainbow Railroad, that has been supporting LGBTQ+ people at risk around the world since 2006, to launch a limited-edition, rainbow inspired can to celebrate Pride.
Bud Light will donate up to $1.45 for every limited-edition case purchased to Rainbow Railroad, assisting in their efforts to help people flee state-sanctioned persecution and find pathways to safety with emergency travel support.
In addition to swapping out the cans' iconic Bud Light blue for a colour scheme inspired by the rainbow Pride flag, Bud Light has also adjusted its brand name's logo to emphasize the letters LGBT+.
"Bud Light is a beer that brings people together – it's truly made for all, so we're excited to be leading an initiative that not only celebrates inclusivity, but that also makes a positive impact," says Todd Allen, vice-president, marketing, Labatt Breweries of Canada. "We have been a long-standing supporter of Pride in Canada for over 20 years, and we're looking forward to continuing to engage more people and have further positive impact within the community."
"We are so proud and inspired to partner with Labatt this Pride season on a stunning rainbow can," said Executive Director Kimahli Powell. "It's generous support like this that makes our life saving work possible. And that support is needed more than ever before."
"In 2018, we helped almost 200 people travel from fear to freedom," says Powell. "But what we remain focused on is the people we can't help because of lack of funds. Already in 2019, we've had more than 1,000 requests for help, putting us on track to more than double the number of requests last year."
Beyond the partnership with Rainbow Railroad, as an official sponsor of Toronto Pride, Bud Light will also be announcing a series of other initiatives throughout the month of June, culminating in their interactive footprint at Toronto Pride, and their float at the Pride Parade on June 23rd.