Endeavour Group’s new Loud & Proud range celebrates diversity in Australia with all profits to raise for the Pride Foundation Australia.
“Diversity, equity and inclusion are central to Endeavour Group’s culture; to be a great place where our customers and team members feel safe and included, so Loud & Proud really captures our spirit in a bottle,” said Endeavour Group’s Proud at Endeavour co-chair Ash Martin.
All of the profits* will be directed to national charity, Pride Foundation Australia, who will use the funds to support LGBTQIA+ specific programs to provide help for those dealing with substance abuse.
Pride Foundation Australia board member Sarina Jackson said, “The national reach of the Endeavour Group, through its extensive network of Dan Murphy’s and BWS stores and its significant online presence, together with the visibility of this campaign, 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.”
Developed by Endeavour Group’s exclusive products and services arm Pinnacle Drinks, the Loud & Proud range includes six different drinks – a Rosé, Pinot Grigio, Grenache, Brut Cuvée, pale ale beer and watermelon flavoured seltzer. Pinnacle Drinks partnered with independent brewery Brick Lane Brewing for the production of the beer and the seltzer.
“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.
Dan Murphy’s is also a major sponsor of Midsumma Melbourne and Albany Pride, while BWS has rolled out its popular BWYASSS signage to another 7 stores (10 stores across the country now have it) to show support and celebrate the diversity of the LGTBQ+ community.
As set out in its Sustainability Strategy, Endeavour Group has committed to by 2025, achieve Bronze Tier employer status and by 2030 to achieve Gold Tier employer status, in the Australian Workplace Equality Index (AWEI) for Lesbian, Gay, Bisexual, Transgender and Queer (LGBTQ) Inclusion Awards.
Proud at Endeavour is a network of LGBTQ+ and Ally team members at Endeavour Group. The group works on initiatives to create a supportive environment for team members and customers, their friends and family members who identify directly as LGBTQ+ or are a supporting Ally of the LGBTQ+ community.
Loud & Proud will be available in selected Dan Murphy’s and BWS stores across the country from next week.
Drinks in the Loud & Proud range
- Loud & Proud Grenache: A lusciously juicy Grenache filled with raspberry and red spice flavours. RRP: $13.99
- Loud & Proud Rosé: A delicate Pinot Rose with refreshingly luscious flavours of strawberry and tart dark cherry. RRP: $13.99
- Loud & Proud Pinot Grigio: A delightfully delicious Pinot Grigio with crisp flavours of pear & apple with a flinty, minerally core. RRP: $13.99
- Loud & Proud Pinot Brut Cuvée: A refreshingly light Chardonnay Pinot Noir Sparkling with crisp summer fruit flavours. RRP: $13.99
- Loud & Proud One Love Pale Ale: Bright hop aroma, balanced bitterness with stone fruit and citrus hop flavours. RRP: $19.99 for six-pack (375ml can)
- Loud & Proud Watermelon, Lime & Mint Alcoholic Seltzer. Flavoured with watermelon, lime and mint – a refreshing combo. RRP: $19.99 for four-pack (375ml can)
*Endeavour Group will donate to the Pride Foundation an amount equal to the RRP minus the wholesale cost to EG of sourcing the product per unit of product sold. Endeavour will absorb all other overhead costs associated with facilitating the sale of the goods.
