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This month, Samuel Adams launched its “Love Conquers All” campaign with nonprofit GLAAD to share live poetry written and performed by LGBTQ+ performers at New York’s Stonewall Inn, site of the Stonewall riots of 1969. The brand is also selling limited-edition rainbow cans for Pride Month, pledging a $100,000 donation to GLAAD and matching donations from customers up to $25,000 to directly benefit Black LGBTQ+ recipients.
The campaign comes along with the annual sale of Love Conquers Ale, a Blackberry Basil Lime Gose brewed in the company’s Boston Brewery.