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R for community, the LGBT Lager Beer with a Rainbow
(Blogmensgo, gay blog of January 28, 2017) R for community is not just another lager like Heineken but a new beer that is produced by gays and marketed for the entire LGBT community. Its logo, an R for rainbow, shows six of the seven colors of the gay rainbow. According to the marketing message, the French beer “perfectly fits the LGBT taste and lifestyle” and works for all gay parties and events.
R for community was co-developed by business man Stéphane Touron and art director Daniel Tristant. They want to offer more than nice words to the gay community and have decided to donate a part of the benefits to LGBT organizations and events.
Stéphane Touron’s brewery MC International brews and markets the beer. Unlike other brands like Apple, Ikea, Nike or Perrier, having a gay brand image is not enough for him: Instead, he wants to be part of the community and make this clear and visible.
The R beer brand therefore focuses consistently on all cafés, bars, restaurants and clubs with an LGBT clientele. The brand was officially launched in Nice at the French Côte d’Azur back in June of 2016.
MC International and R for community will be present at the 5th LGBTI+ trade fair in the northern French city of Lille. Just like the neighboring Belgium, the region around Lille has had a long and strong beer tradition.
Besides focusing on the LGBT market, part of the sales proceeds of the beer will go back into the gay community. Via the Rainboways organization, the brand wants to support LGBT groups and events.
The website of MC International says that initially, 1% of the benefits will be donated to the LGBT community. We were informed that this comes to about three cents per bottle of R for community beer sold.
Rainboways supports projects against homophobia and for the fight against HIV/AIDS. As always: The abuse of alcoholic drinks is dangerous for your health.