Free Subscription

  • Access daily briefings and unlimited news articles


Only $34.95 per year
  • Quarterly magazine and digital
  • Indepth executive interviews
  • Unlimited news and insights
  • Expert opinion and analysis

BWS, Treasury celebrate Pride month

(Source: Bigstock)

Liquor retailer BWS has taken its BWYASSS signage to more stores across the country, one of several retailers and brands in the category to celebrate Pride month festivities this year. 

The brand will install the signage at seven more stores in addition to the three decorated in the theme last year in Sydney.

The signs were added to the select locations following advice from BWS team members. BWS area coach and Endeavour Group’s Proud at Endeavour co-chair Ash Martin, who said that the feedback about the first BWYASSS signs was incredible.

“Many in the LGTBQ+ community said they wanted to see the signs at their local stores too, which is why we decided to expand it across the country,” he added. 

The brand wanted to incorporate the rainbow colours along with the word ‘Yasss Queen’ which has origins within the LGBTQ+community into its signage.

BWS MD Scott Davidson said that ‘proactively’ building a safe and diverse culture was a focus for the drinks retailer. 

“Diversity, equity and inclusion are central to us; to be a great place where our customers and team members feel safe and included,” he said. 

BWS and Dan Murphy’s are the exclusive retailers of Loud & Proud – a new drinks range with 100 per cent of the profits going to national charity Pride Foundation Australia, to help fund specific programs for LGBTQ+ individuals.

Similarly, Treasury Wines has joined Sydney Mardi Gras as the official wine supplier for the next three years. The brand’s Squealing Pig wines feature nine limited-edition Pride labels, each featuring a cheeky rhyme tailored to a particular community. 

“Squealing Pig Pride Labels are a toast to the many colourful spectrums of love, sexual orientation and gender identity that live among us,” said Fernanda Lopes, Squealing Pig senior brand manager.

You have 3 free articles.