House Wine, created in 2004 in Walla Walla, launched its #ShowUsYourPrideWins campaign on March 9. It's a yearlong call to action focusing on conversations with LGBTQ+ people and allies in order to share stories of Pride through social media, and to celebrate courage, overcoming adversity, and joy.
As part of the campaign, House Wine will donate $2 to the Human Rights Campaign for every case of Rainbow Rose Bubbles sold. This year marks the fifth year that House Wine has partnered with the HRC, the largest LGBTQ+ advocacy organization in the US.
House Wine's Rainbow Rose Bubbles offer bright and fruity flavors of fresh berries with a citrus aftertaste. The blend contains 12.5% alcohol and is gluten free.
"Our Pride Wins campaign celebrates progress that has been made for being accepted for our true selves, but we must recognize that discrimination is still a part of the LGBTQ+ experience," said Brad Meyer, House Wine's vice president of public relationships, partnerships, and experience. "This is why a portion of the proceeds from every can of Rainbow Rose Bubbles goes to the Human Rights Campaign to keep fighting for LGBTQ+ equality and inclusion.
"At House Wine, we say that everyone is welcome in our house, and we're committed to making that a reality for all."
Pride Wins survey
In tandem with the campaign, House Wine also issued information about a national omnibus survey called Pride Wins, which it commissioned with Directions Research.
According to the company, the survey found that 24% of Gen Z (those aged 18-25) identify as LGBTQ+, compared to 13% of millennials (26-41), 6% of Gen X (42-57) and 3% of baby boomers (58-76).
Another portion of the survey focused on support of LGBTQ+ rights. Seventy-two percent of respondents said they would welcome a friend or family member who came out to them as LGBTQ+. Furthermore, 68% said that LGBTQ+ people are welcome in their house, and 65% believe that LGBTQ+ community members do not need to hide their sexual orientation.
Celebrating Pride is important to the LGBTQ+ community. According to House Wine, 90% of survey respondents who identify as LGBTQ+ participate in Pride celebrations, which includes 58% welcoming individuals to celebrate their identity, 51% attending a Pride event, and 45% celebrating Pride beyond the month of June.
Further survey data indicated that 44% of respondents who identify as LGBTQ+ make purchases from LGBTQ+ brands, 29% engage in activism or volunteering, and 25% donate to LGBTQ+ causes.
In addition, Gen Z-ers and millennials are more likely to participate in Pride, with 66% of Gen Z respondents saying they celebrate Pride in some form, compared to 53% of millennials, 27% of Gen Xers, and 18% of baby boomers.
The survey sought data from respondents above the age of 21. It found that almost half of those who drink alcohol are interested in wine in a can, with nearly 40% relaying that canned wine helps bring the celebration with them, is good for year-round Pride celebrations, and makes unbearable relatives more bearable.
For those who enjoy wine in a can, there was stronger support than the general population for welcoming a friend or family member who came out to them as LGBTQ+ (86%); welcoming LGBTQ+ people into their house (79%), supporting LGBTQ+ rights (74%), and agreeing that people do not need to hide their sexual orientation (79%).
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