Samuel Adams and GLAAD Join Forces to Elevate the Black LGBTQ+ Community

The beer brand is working with the nonprofit to celebrate and amplify these important voices

L Morgan Lee
Actress and photographer L Morgan Lee performs for the 'Love Conquers All' video campaign. Samuel Adams
Headshot of Kaila Mathis

This month, Samuel Adams launched its “Love Conquers All” campaign with nonprofit GLAAD to share live poetry written and performed by LGBTQ+ performers at New York’s Stonewall Inn, site of the Stonewall riots of 1969. The brand is also selling limited-edition rainbow cans for Pride Month, pledging a $100,000 donation to GLAAD and matching donations from customers up to $25,000 to directly benefit Black LGBTQ+ recipients.

The campaign comes along with the annual sale of Love Conquers Ale, a Blackberry Basil Lime Gose brewed in the company’s Boston Brewery.

Boston Beer Company founder Jim Koch said in a statement the beer is “brewed by and for the LGBTQ+ community” and is meant to celebrate “love, togetherness and equality.”

Samuel Adams is incentivizing customers to donate to the cause in exchange for an entry to win a can of Love Conquers Ale signed by a performer from Poetry of Pride, the set of performances recorded for the “Love Conquers All” campaign whose participants include Broadway stars L Morgan Lee, Thayne Jasperson and Jelani Remy, along with former Stonewall bartender Fredd E. Tree.

Samuel Adams and GLAAD announced the partnership on June 17 and said the performance videos serve to “illustrate the power of poetry as a medium and expression designed to unite communities and amplify voices, especially during times of uncertainty.”

Samuel Adams and GLAAD chose to perform poetry written by Teddy Geiger, Andrea Gibson and Richard Blanco to emphasize Samuel Adams’ own history and to celebrate Stonewall Inn, the birthplace of Pride. The locale “represents so much about our current place in American history and is a perfect backdrop to share the unifying message of Poetry of Pride,” according to the two brands.

This year’s “Love Conquers All” campaign is an extension of Samuel Adams’ continued effort to create a more inclusive society for the LGBTQ+ community. A network of Samuel Adams co-workers, Labels Out, is constantly looking for ways to create an inclusive community in its workplace as well as ways to spread their mission throughout society. This year, following the deaths of George Floyd and Breanna Taylor and amid Black Lives Matter protests, the group decided to focus specifically on celebrating Black LGBTQ+ people.

“Through its ‘Love Conquers All’ campaign and its Poetry of Pride series, which was filmed at the historic Stonewall Inn, Samuel Adams has showcased its commitment to honoring the LGBTQ community’s continued fight for equality and acceptance, while also amplifying diverse voices within our community,” said GLAAD’s senior director John McCourt of its partnership with Samuel Adams.

Samuel Adams is just the latest alcohol brand to roll out a Pride campaign this year. Jack Daniel’s created a drag queen mukbang web show, Absolut continued its year-round partnership with GLAAD and Barefoot redesigned the packaging of its brut rosĂ© and rosĂ© spritzer to honor LGBTQ+ individuals and groups who have created change within the community (with up to $60,000 in sales profits going to nonprofit Free Mom Hugs).


Kaila is an intern for Adweek in the Brand Marketing Department, and covers news in brand marketing and retail. She is a rising senior at Villanova University pursuing a degree in PR & Advertising and Journalism.
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