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Samuel Adams Calls On Breweries To Become Safe, Inclusive Spaces

Samuel Adams

Boston-based Samuel Adams is creating safe and inclusive spaces by signing a code of conduct promoting them and by releasing an exclusive pride beer.

In partnership with Glaad, Samuel Adams has identified, committed and signed the Safe Bars PACT (Promise of Awareness, Compassion, and Trust) – a code of conduct for professional beverage organizations, trade associations and non-professional beverage groups to sign – and is calling on other craft breweries to do the same. 

“Beer has a powerful way of bringing people together, and with that power comes responsibility. I believe craft brewers can play a critical role in providing safe and inclusive spaces for everyone to enjoy great beer, starting with our own taprooms and breweries,” said Jim Koch, Samuel Adams founder and brewer.

Samuel Adams

“Known for our revolutionary spirit, Samuel Adams is calling on craft breweries everywhere to join us in signing the Safe Bars PACT so we can show our pride everyday.”

Samuel Adams will also donate $100,000 to Safe Bars to further support the organization’s PACT initiative and training programs in bars and craft breweries nationwide.

“It’s human nature to come together and celebrate. Everyone deserves to do that where they’re safe, respected and valued,” said Lauren R. Taylor, director of Safe Bars. “Safe Bars exists to train the hospitality industry in making nightlife safer and more inclusive, and we’re thrilled to partner with Boston Beer and Glaad to strengthen the craft beer community. Cheers to our diversity, and cheers to our pride.”

Boston Beer Company, makers of Samuel Adams, has begun implementing Safe Bars de-escalation and bystander trainings as part of the Safe Bars PACT commitment across its local breweries and taprooms. With continued support from Glaad and Safe Bars, Samuel Adams invites all drinkers, no matter who they are, who they love, or how they express themselves, to celebrate Pride in bars and on parade routes across the country.

“Gathering with community, laughing, dreaming, and enjoying a beer has the ability to change the world. As LGBTQ communities gather in safe spaces with our friends and allies, we recognize how our community has come through so much, with so much more work ahead of us,” said Ross Murray, VP of the Glaad Media Institute. “Glaad is proud to join with Samuel Adams and Safe Bars to ensure that those gatherings are safe and welcoming.”

Love conquers ale

Created by Samuel Adams LGBTQ+ co-workers and allies in 2017, Love Conquers Ale is brewed annually as a way to represent and showcase Samuel Adams’ pride, serving as a platform for togetherness, love and inclusion. This year’s Love Conquers Ale brew features hibiscus and yuzu that creates a pink hue.

Through Aug. 31, Love Conquers Ale will be available in 6-pack 12oz cans for drinkers to purchase in select key markets including Boston, Cincinnati, Chicago, Washington, D.C., New York and Philadelphia. The brew will also be available on tap at the following locations:

Samuel Adams

  • Samuel Adams Boston Brewery
  • Samuel Adams Boston Tap Room
  • Samuel Adams Cincinnati Tap Room

Samuel Adams and Safe Bars will be hosting local kickoff events in cities where Love Conquers Ale is available, including around DC’s Queer Beer Fest and Chicago’s Pride in the Park, to welcome drinkers back to bars and encourage safe and welcoming pride celebrations.

To learn more, visit samueladams.com/loveconquersale.

Featured Photos

Featured Photo PLMA Annual Private Label Trade Show
Donald E. Stephens Convention Center
Chicago, Illinois
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