Earlier this month, Samuel Adams and New Belgium Brewing partnered on Love Conquers Ale to celebrate Pride Month. This beer was co-brewed by each brewery with a commitment to fostering an inclusive setting for coworkers, partners and drinkers that supports and celebrates the LGBTQ+ community.
The two breweries came together to brew Samuel Adams’ hallmark Pride beer recipe with each brewery selling its own version of Love Conquers All. This month, Samuel Adams and New Belgium will donate 100% of the purchase price of the co-brewed Love Conquers Ale directly to GLAAD, a leading nonprofit organization working to accelerate acceptance and advance equality for the LGBTQ+ community.
Here are additional details from the press release…
“We knew we had to do something powerful this year to bring the meaning behind Love Conquers Ale to life,” says Carissa Sweigart, Leader of Diversity, Equity & Inclusion at The Boston Beer Company. “We couldn’t think of a better brewer to share such a personal and special recipe with than New Belgium Brewing – a team with a long standing history supporting the LGBTQ community. By co-brewing Love Conquers Ale together, we hope to spread unity, love and togetherness to even more people. And we’re proud to continue to support the important work of our partners at GLAAD, who are at the forefront of change, as we celebrate our peers as members and allies of the LGBTQ+ community.”
“Beer is universal, represented across countries, cultures, and people. Our ongoing work is to make sure that beer represents and celebrates everyone, both inside and outside our industry,” says Patrice M. Palmer, New Belgium’s Diversity, Equity, and Inclusion Specialist. “New Belgium was the first craft brewery recognized by the Human Rights Campaign as one of the Best Places to Work for LGBTQ+ Equality, and our “Brewed for All” mentality informs our efforts to support and advocate for the LGBTQ+ community. We’re happy to join Samuel Adams in co-brewing Love Conquers Ale this year to support GLAAD’s important work to increase awareness, visibility, and acceptance of the LGBTQ+ community all year round.”
BEHIND THE BEER: LOVE CONQUERS ALE
First brewed in 2017, Love Conquers Ale has always intended to do what beer does best: bring people together. Samuel Adams Boston Brewery coworkers first concepted the Blackberry Basil Lime Gose for a Pride celebration at the brewery. Love Conquers Ale, brewed by and for the LGBTQ+ community, is meant to represent the spirit of Pride and brings unique ingredients together harmoniously to create a beautiful beer. The bright fruit notes, refreshingly light body and pink hues make it the perfect brew to celebrate love. To grow the reach and impact of this special beer, in 2021 Samuel Adams connected with New Belgium Brewing Company to share the love, based on New Belgium’s leadership on LGBTQ+ equity and advocacy.
During the month of June, Love Conquers Ale will be available for drinkers to purchase at the following locations:
Samuel Adams Boston Brewery and Tap Room
Samuel Adams Cincinnati Tap Room
New Belgium’s San Francisco Tap Room
New Belgium’s Denver Pilot Brewery and Fort Collins Tasting Room
Love Conquers Ale will be available in 4-pack 16oz cans and Samuel Adams and New Belgium will donate 100% of the purchase price of every 4-pack to GLAAD during the month of June.*
*The Boston Beer Company, Inc. will donate $16 for every 4-pack of Love Conquers Ale 16oz cans sold at participating locations to GLAAD. For more information on GLAAD, please visithttps://www.glaad.org/. Maximum donation is $50,000. Offer only valid at participating Sam Adams locations between June 1 – June 30, 2021.
*New Belgium Brewing Company will donate 100% of the purchase price of each Love Conquers Ale 16oz can sold at participating locations to GLAAD. For more information on GLAAD, please visithttps://www.glaad.org/. Maximum donation is $10,000. Offer only valid at participating New Belgium locations between June 1 – June 30, 2021.
D.J. is a Portland, Oregon based writer that spent his formative years in the Midwest. With over 25 years under his belt of drinking beer at festivals across America and the world, he has developed a strong appreciation and understanding of craft beer and the industry that surrounds it. He can be found in any of the great breweries or beer bars that make Portland the best beer city in the world. His writing can also be found in the archives of Northwest Brewing News and can be followed on Twitter and Instagram at @hopapalooza.