The announcement comes as the brewing giant launches its Fly the Flag campaign in support of Pride’s mission to champion and support every group within the LGBTQ+ community.
Fly the Flag’s launch has resulted from the brewer’s close working relationship with Pride in London and aims to champion diversity.
“Although there is incredible awareness of the rainbow flag – a universal symbol of Pride – flags of other communities under the Pride umbrella don’t generally have the same recognition,” said a statement announcing the campaign’s launch.
“As each one of these flags is special and represents an identity to those who fly them, Budweiser intends to bring them right to the heart of the celebrations at Pride in London, one of the largest Pride events in the world.”
Nine LGBTQ+ communities
A series of limited-edition cups (pictured above), featuring the flags of nine LGBTQ+ communities, have been produced as part of the launch.
The purpose of the cups is to give people within those groups the chance to celebrate Pride in its 50th year this summer.
More than 200,000 of the cups will be handed out for free along the London Pride route on 6 July, as well as at events throughout June and in the Pride pop-up shop in Seven Dials.
Additionally, Budweiser will show an “epic” float at Pride London, which is attended by millions of people.
Throughout Pride month, Budweiser will host a series of events, including what it is claiming to be the world’s first Asexual event, the Ace of Clubs, in collaboration with “acclaimed asexual activist” and model Yasmin Benoit.
Senior brand manager at Budweiser Martina Isella said: “For everyone at Pride, Flying your Flag means something different. Each person and community has different plights, fights and triumphs."
‘Be proud and have freedom’
Isella continued: “Pride is a time for people to be proud and have freedom of expression, and this is what Budweiser as a brand is all about.
“We wanted to create a campaign in partnership with all the people that make up the wider LGBT+ community in mind, and we worked closely with our friends at Pride in London to ensure this campaign was as relevant to as many as possible.”
Pride London’s strategic partnerships director Dan O’Gorman said: “We’re thrilled to welcome Budweiser to Pride in London this year.
“Their campaign has a real, much-needed focus on supporting those communities and groups that continue to be marginalised, so it’s great to see Budweiser really 'flying the flag' for inclusion, diversity and freedom of expression.
“We’re excited to be collaborating with a brand that champions equality as much as we do.”