As Pride Month 2024 draws to a close, we’d like to take the opportunity to reflect on our ongoing commitment to the LGBTQIA+ community and share the details of our recent charity-focused collaboration with Wiper and True.
Sometimes, beer is more than beer. Since beer is their bread and butter, the team at Bristol-based brewery Wiper and True know that better than anyone else.
When they came to us with plans for a limited edition Pride Month variety of their popular Kaleidoscope 4.2% Pale Ale, all proceeds to be donated to Stonewall in support of the ‘Rainbow Laces’ campaign, we were on board.
We’re always happy to innovate and collaborate in support of meeting our customers’ unique labelling needs – as we’ve done before with Wiper and True to find the perfect foiling. In this instance, we were ready to facilitate the short-run packaging change, create something beautiful and powerful, and send a clear message of support…
Supporting the LGBTQIA+ community
June is Pride Month. It’s a chance to celebrate and emphasise queer joy, both for LGBTQIA+ people and allies.
This year, June also finds us in the midst of the 2024 UEFA European Football Championship – AKA, the ‘Euros’.
With football on the mind and tongue, at the front of public consciousness, Wiper and True felt it would be the perfect time to produce a limited edition charity beer and donate 100% of sales profits to Stonewall in honour of ‘Rainbow Laces’.
This campaign, first created in 2013, asks participants to ‘lace up’ with a pair of rainbow-coloured shoelaces in support of inclusion in sport.
In the words of the charitable organisation, ‘Rainbow Laces’ aims to “Celebrate the impact that sport has on LGBTQ+ people and the impact that LGBTQ+ people have on sport, and to consider how we can all play our part in making sport everyone’s game.”
Fresh packaging for a good cause
The beloved Kaleidoscope 4.2% Pale Ale is bright, fruity and moreish. For Pride Month and the limited edition charity packaging run, it got a brand-new look.
Working on this fresh approach to the can, we were collectively keen to emphasise the charitable commitment in a way that aligned with Wiper and True’s existing brand voice and visual identity. We chose to retain the signature Kaleidoscope elephant but newly hued this familiar creature in the vibrant rainbow colours of the Progress Pride Flag.
Rainbow Laces Kaleidoscope is now sold out online, though you can keep an eye peeled for final stocks in your local Waitrose. (And perhaps even your local pub!)
If you’d instead like to donate directly to Stonewall, you can do so via this link.
Pride in all seasons
In every month and every season, we work hard to support and respect our brothers and sisters across the spectrum of gender and sexuality.
If you’d like to work with Kingfisher Labels on a charitable endeavour in support of the LGBTQIA+ community, be it for Pride Month or any other occasion, we’d be over the moon to collaborate with you as we did with Wiper and True.
Our self-adhesive labelling solutions are flexible, durable and bespoke. Contact us to start a conversation about how we can help.