Cheers to Loud & Proud 2023 beverage launch with all profits* going to Pride Foundation Australia in partnership with LGBTQIA+ artist Meg Minkley

This February, Australia’s leading retail drinks and hospitality business Endeavour Group will launch a hot new take on its Loud & Proud range of beverages, with all profits* to be donated to Pride Foundation Australia, a non-profit that works to increase philanthropic support for the Australian LGBTQIA+ and allied communities.

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Boasting a non-alcoholic product for the first time, the range includes five different drinks, including a zero-alcohol sauvignon blanc, prosecco, rose, seltzer and pale ale.

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This year's line-up embodies the spirit of Loud & Proud in partnership with artist Meg Minkley. Minkley has expressed her fearlessness through the artwork on each bottle and as a member of the LGBTQIA+ community, she uses colour and expression to help others find their voice.

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“I was immediately taken by the fact that 100% of the proceeds for the Loud & Proud range goes to the Pride Foundation”, said Minkley.

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“Not only is this a beautiful project supporting queer artists and the community, but it's an opportunity to allow the colours in my artwork to speak to the heart of everyone, every body, all shapes and stories. It’s not about a simple rainbow, it’s about the whole spectrum of colour.”

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The 2022 Loud & Proud range raised more than $350,000 for Pride Foundation, to continue its leadership in LGBTQIA+ philanthropy, and Proud at Endeavour are excited to see this year’s launch go one step further.

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“There is something so special about what Loud & Proud represents for Pride at Endeavour. The whole range was brought to life in record time last year - around two months from idea to creation - which speaks to the passion of the team behind it, and the incredibly inclusive culture we are so lucky to be a part of at Endeavour Group.

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“One year later, we are launching the range for the second time and it is set to become an annual tradition, and we will get louder and prouder about it every year. We hope to see our customers really get behind it once again too.

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“Our partnership with Pride Foundation Australia has allowed us to celebrate our values of diversity, equity and inclusion in a meaningful way that celebrates and supports the LGBTQIA+ community, by doing what we do best - creating a more sociable future together.”

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“The money raised has kick-started our focus on reducing harm from alcohol and drug use in the LGBTIQA+ communities. This is a massively underfunded area in Australia and we are consulting to understand the key areas to fund, as well as developing the first ever LGBTIQA+ alcohol and drug grant round,” said Dr Ruth McNair, Chair of Pride Foundation.

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To support Pride Foundation Australia, the full Loud & Proud range will be available for purchase from selected ALH hotels, Dan Murphy’s, and BWS stores, and through Jimmy Brings from 16 February 2023.

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The Loud & Proud Prosecco, rosé and Zero% Alc¹ sauvignon blanc are $14.00 a bottle. A 4-pack of Loud & Proud seltzer is $20.00.

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A 6-pack of Loud & Proud pale ale is $21.00.

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*Endeavour Group will donate to Pride Foundation Australia an amount equal to the retail price you pay, minus the wholesale cost to us of sourcing the product for each unit of product. Endeavour will absorb all other overhead costs associated with facilitating the sale of the goods to you.

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¹ Contains no more than 0.5% ABV.

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For media enquiries, please contact:

Lizzy Bold

[email protected]

0421 765 446

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Sarah Keldie

[email protected]

0439 827 161

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About Proud at Endeavour

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Proud at Endeavour is a network of LGBTQ+ and Ally team members at Endeavour Group. The group works on initiatives to create a supportive environment for team members and customers, their friends and family members who identify directly as LGBTQ+ or are a supporting Ally of the LGBTQ+ community,

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About Pride Foundation Australia

Pride Foundation Australia is a national philanthropic foundation specifically focused on funding lesbian, gay, bisexual, trans, queer, intersex, asexual and other (LGBTQIA+) community issues in Australia. We have a dedicated focus on advancing equity for the most disadvantaged LGBTQIA+ Australians, including advocating for systemic change and LGBTQIA creative arts.

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Endeavour Group

Endeavour Group is Australia’s leading retail drinks and hospitality business, with more than 28,000 team members united around the group’s purpose of “creating a more sociable future together”. Its portfolio of trusted brands includes Dan Murphy’s and BWS, as well as the nation’s largest portfolio of hotels, including many Australian icons such as Brisbane’s Breakfast Creek Hotel and Melbourne’s Young & Jackson Hotel. In total, Endeavour Group has more than 2,000 retail stores and hotels across Australia.