Throughout the month of March, $1 from every Squealing Pig, Little Creatures and Absolut product sold in Endeavour Group retail stores will be donated to Pride Foundation Australia (PFA) to help in its efforts to support vulnerable members of Australia’s LGBTQ+ community.
“Endeavour Group is thrilled and privileged to partner with some of our iconic brands in such a meaningful way, and contribute to the important work of PFA,” said Endeavour Group’s Proud Committee Co-Chair Robyn Stevens.
“Remaining centred on impact to the LGBTQ community ensures our initiatives are not simply rainbow washing; we are here to celebrate all the fabulousness of the LGBTQ community this Mardi Gras, but we are also here to meaningfully contribute to an organisation leading important and critical work in our community.”
The money donated by Endeavour Group will help PFA programs that assist vulnerable LGBTQ+ members such as refugees and those suffering from mental health disorders, homelessness, and/or disabilities.
Endeavour Group is joining other drinks brands showing support to the LGBTQ+ community this month, including Asahi Beverages and Coles Group. This year, Coles Group was an official partner of Sydney’s Mardi Gras.
“As part of our Mardi Gras 2024 campaign, Coles is donating 10 cents to Pride Cup for every purchase of our Rainbow Love Heart Cookies,” said Mia Lloyd, Coles Group Pride General Manager Sponsor.
“Since 2023, Coles has raised over $23,000 for Pride Cup through our in-store Pride related products.”
“Pride Month aligns with our value of Care for each other, and one of our key focuses this year will be building allyship. Allyship is key to driving change within in the community and creates a more inclusive culture that benefits everyone.”
Asahi Beverages has shown its support through the implementation of an internal resource group that seeks to establish a safe sense of community in its workplace.
“We have a Pride@Asahi Employee Resource Group which is focused on creating a sense of connection and community with our LGBTQ+ colleagues and allies at Asahi,” said Roz Lever, Group Chief People & Corporate Affairs Officer at Asahi Beverages.
“Our Pride@Asahi team has also organised a series of events to mark Pride Month in June. This includes a panel discussion with LGBTQ+ speakers sharing their experiences.”
Other brands that showed support for Mardi Gras 2024 include official gin partner Archie Rose, and Johnnie Walker, which hosted a glamorous ball to encourage first time Mardi Gras attendees to Keep Walking Proudly.
