Serving proudly: Endeavour Group supports LGBTQIA+ communities with 2025 Loud & Proud range

Endeavour Group’s Loud & Proud came back with a bang this year, as Dan Murphy’s and BWS once again partnered with like-minded suppliers to champion and celebrate the LGBTQIA+ community.

Endeavour will donate $200,000 to Pride Foundation Australia (PFA) after reaching its fundraising target. Throughout February, $1 for every sale of participating products - including Absolut Vodka, Squealing Pig Wines, and James Squire Ginger Beer - were donated, up to a total of $200,000.  

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Pride Foundation Australia is a national philanthropic foundation dedicated to addressing the systemic disadvantages faced by LGBTQIA+ individuals and communities across the country. With a focus on meaningful impact, PFA uses funds raised through the Loud & Proud initiative to support life-changing programs targeting some of the most pressing challenges in the community.

Ruth McNair, Chairperson of Pride Foundation Australia, said “we are very pleased to be continuing our partnership with Endeavour Group. This provides much-needed funding for our work with various LGBTQIA+ groups. This year we will be focusing on supporting Aboriginal and Torres Strait Islander queer mobs around Australia, as well as maintaining our funding for ongoing LGBTQIA+ alcohol and drug programs.”

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In 2024, Endeavour Group together with our proud suppliers, donated $200,000 through the Loud & Proud initiative, funding a variety of impactful programs across the country. These initiatives focused on supporting LGBTQIA+ individuals facing challenges related to alcohol and other drug (AOD) issues, with a strong emphasis on inclusion and community empowerment.  

Robyn Stevens, Co-Chair of Proud at Endeavour, expressed excitement about the ongoing success of the initiative: “The funds raised through Loud & Proud make a tangible difference, allowing local organisations like Working It Out in Tasmania, NT AIDS and Hepatitis Council, and Sexual Health Quarters in Western Australia to deliver critical resources, training, and support.”

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“Loud & Proud isn’t just about raising funds; it’s about raising voices and creating lasting change. These partnerships allow us to celebrate diversity, equity, and inclusion while giving back to the community in meaningful ways. We’re proud to see the initiative grow stronger every year.”  

A huge thank you to Absolut Vodka, Squealing Pig, and James Squire for their incredible partnership in making this initiative a success. Their support, along with the contributions of our customers, helped us reach our $200,000 fundraising goal this year. 

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For media enquiries, please contact

[email protected] 

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Media contacts for suppliers:

TWE Squealing Pig
Zoё Tostevin | Senior PR & Partnerships Manager ANZ
[email protected]
0419 417 893

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Absolut

Prue Bartholomaeus | Senior PR Manager

[email protected]

0438 565 077

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James Squire
Sophie Breheny | Head of Corporate and Brand Communications
[email protected]
0413 270 984