’Gay’ beer PR may work second time

SOUTH ROYALTON, VT: Gay Pride Beer, which first emerged on the scene last year, has reappeared - and has brought an interesting PR challenge with it.

SOUTH ROYALTON, VT: Gay Pride Beer, which first emerged on the scene last year, has reappeared - and has brought an interesting PR challenge with it.

SOUTH ROYALTON, VT: Gay Pride Beer, which first emerged on the

scene last year, has reappeared - and has brought an interesting PR

challenge with it.



In a world of niche products, it should come as no surprise that there’s

a beer targeted to the homosexual population. However, Gay Pride Beer’s

first run was terminated after only three weeks due to an unworkable

recipe.



The beer is now made by the first and only lesbian-owned brewery in

Vermont, Tunbridge Brewing.



It might seem that the PR machine supporting Gay Pride Beer would have

its work cut out to convince consumers and the media that the second

time’s the charm, but Nancy Fletcher of Fletcher Associates Public

Relations said that she isn’t worried that the beer’s return will be met

with skepticism.



’The news traveled fast and the fact that nobody could find the beer

seemed to heighten interest,’ she said. ’It became a cult beer.’



Jenn Lewis, president and CEO of the J. Lewis Company, which originally

came up with the idea for Gay Pride Beer, is offering another beer as a

tribute to Provincetown, MA, called Provincetown Brew. The J. Lewis

Company is also participating in pride marches in Northampton, MA, and

New York.



’What I see Jenn doing is creating a place for the community to come out

and be legitimized,’ Fletcher said. ’It’s very inspiring.’



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