The situation
Since the very beginning, America’s queer bars have played a critical role in the modern gay rights movement. But since 2007, 37% of them had closed—taking with them an important piece of LGBTQ+ history and depriving communities of vital, safe gathering spaces.
As a longtime fixture in these spaces, as well as an ally of the LGBTQ+ community long before it was trendy, Miller Lite understood the stakes. In 2021, they took their commitment to the community to the next level with Open & Proud—an initiative to create safe and inclusive spaces at bars nationwide. In 2022, it was time to take that commitment even further.
The solution
To help amplify, celebrate, and protect these bars, our team partnered with Miller Lite to engage Dr. Eric Cervini, a Pulitzer Prize-nominated historian, to create a one-of-a-kind book: “Beers & Queer History."
Combining our original illustrations and Dr. Cervini’s insights, the book tells the story of ten of the most important and influential LGBTQ+ bars—shining a light on the places that helped empower the LGBTQ+ community to not only live authentically, but freely as well.
The impact
We took things to the Next level when unveiling the book at a pre-Pride party at New York’s Stonewall Inn, widely considered the birthplace of the gay rights movement.
“Beers & Queer History” immediately struck a chord—amplifying awareness of America’s most influential queer bars and sparking a passionate conversation on mainstream and LGBTQ+ media outlets, including The Advocate, Matador Network, and NewNowNext.
And our activation and PR efforts were a success. The book sold out almost instantly on MillerLite.com, with all proceeds going to Equality Federation—all while garnering some serious coverage for Miller Lite.
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