The 50th Anniversary of the Stonewall Riots, the uprising that sparked the modern day gay rights movement, was celebrated June of last year, and over two million people celebrated World Pride in New York City. Unfortunately, this year what we had originally envisioned for Pride is not going to look like anything it did last year. Amid the global COVID-19 pandemic, numerous Pride marches and festivals across the country have been canceled, including here in NYC. Due to social distancing, mask requirements and other necessary precautions, the COVID-19 pandemic has changed the game for Pride festivals and parties, at least for the foreseeable future.
Despite this disappointment, the spirit of Pride has not been canceled. Probably now more than ever, the LGBTQ needs its allies. Companies and brands have been looking for ways to support the community and still commemorate all of the progress that has been made throughout the years during this unprecedented time. Which is why Barefoot Wine is proud to launch the limited-edition Barefoot Pride Packaging Collection.
“The LGBTQ+ community has been disproportionately impacted by COVID-19. Most physical, in-person manifestations of Pride celebrations are being cancelled, and these are the events that so often bring much-needed visibility and a sense of community. Additionally, many of the non-profit organizations that serve the community are struggling to raise money during these times,” Emily Maynard, Experiential Marketing Strategist Lead for Barefoot, tells me. “While the physical events may not be happening, we want to continue to celebrate and toast the LGBTQ+ community and honor the spirit of Pride that lives inside the community each and every day.”
The Barefoot Pride Collection features four vibrant, unique bottle designs, and a portion of the proceeds, up to $60,000, will benefit Free Mom Hugs, a non-profit organization of parents and allies. “Because of COVID-19, many in our community had to return home to unsupportive parents or family. So one way we have chosen to pivot during this time is to change the way we are speaking to our group,” Founder of Free Mom Hugs, Sara Cunningham, told us. “We are also adjusting programming to speak to mental health, isolation and loneliness, so we can help our community win the battle they are fighting right now. And with the help of partners like Barefoot, we are able to make these adjustments and continue on our mission.”
Free Mom Hugs is a non-profit committed to educating people and encouraging them to not only affirm the value of the LGBTQ+ community, but celebrate them. Sara said her journey began when her child first came out to her. She didn’t take the news too well, having to reexamine many beliefs she had. Having come to a place of acceptance for her child and the LGBTQ community, Sara made news as ‘a stand-in mom in same-sex weddings.’
Barefoot’s first ever limited-edition Pride collection pays tribute to distinct groups of people or organizations who have made a significant impact on the LGBTQ+ community, including groups and organizations who have fought against the HIV and AIDS epidemic. The designs also celebrate marriage equality and the trailblazers around the world who publicly use their voices to amplify the community.
In recent years, we’ve seen many corporations reach out to the community during the month of June. But what are these businesses doing to reach the LGBTQ community outside of Pride month? Emily Maynard says, “Barefoot’s support for the LGBTQ+ community began in 1988 when we made our first donation to the Golden Gate Business Associate of San Francisco. Since then, we’ve had partnerships and supported important LGBTQ+ organizations worldwide.” According to the Human Rights Campaign’s (HRC) Corporate Equality Index, Barefoot has a perfect score of 100. The index is a national benchmarking tool on corporate policies and practices pertinent to lesbian, gay, bisexual, transgender and queer employees. Barefoot has also participated in campaigns with Laverne Cox, Wilson Cruz, Candis Cayne and Raymond Braun.
The Barefoot Pride limited-edition packaging will be featured on packaging of Barefoot Brut Rosé Bubbly bottles and Barefoot Rosé Spritzer cans. Four-packs of Barefoot Brut Rosé Bubbly featuring the limited-edition Pride Packaging Collection designs are now available to purchase on The Barrel Room. The full collection will be available to purchase in stores nationwide. The LGBTQ community has been through numerous scary times, but it’s a resilient, loving community. And we will get through this one, too.
