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Endeavour Group launches Loud & Proud liquor range to support LGBTQIA+

(Source: Supplied)

Endeavour Group has launched a range of drinks under the brand ‘Loud & Proud’ to help raise funds for Pride Foundation Australia. 

The range offers six different drinks to choose from including a rose, pinot grigio, grenache, brut cuvee, pale ale beer and a watermelon-flavoured seltzer. The group’s product service arm Pinnacle Drinks partnered with independent brewery Brick Lane Brewing to create the beers and seltzers. 

“As a major Australian employer, we acknowledge the importance of proactively building a safe and culturally diverse team and we have been investing significantly in creating an inclusive culture for everybody,” said Endeavour Group’s chief people officer, Alison Merner.  

Sarina Jackson, Pride Foundation Australia’s board member said the group’s national reach through its network of Dan Murphy’s and BWS stores along with its significant online presence will provide high visibility for the campaign. 

“It has the potential to reach millions of consumers, creating an important avenue to start a conversation about LGBTQIA+ areas of need in the broader community,” said Jackson. 

“Diversity, equity and inclusion are central to Endeavour Group’s culture; Loud & Proud really captures our spirit in a bottle!” said Endeavour Group’s Proud at Endeavour co-chair Ash Martin.

Loud & Proud will be available in selected Dan Murphy’s and BWS stores across the country from next week. 

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