It's very cool to have brands and companies realize the importance of the LGBT market--there's a certain amount of "oh they see us" when a company (especially a big, important company) plasters up a billboard or new campaign specifically targeting the gay community. Of course if it's done in taste and of course if they are showing they either "get us" or are part of our community as well.I haven't heard of a ton of Napa businesses going all out to reach the gay community (other than our recent big welcome for the Golden Bear tournament), but back in 2006 one winery , O'Brien Cellars, decided to donate portions of sales to support marriage equality.
I'm not sure where alcohol marketing fits in (alcoholism in the LGBT community isn't exactly helped by gay bars or bud light dollars, no matter how hot and sweaty or sexily thirsty the guys--or girls--on the billboards are), but Absolut definitely gets bonus points for cleverness.
From the Bilerico Project:
Liquor companies were some of the first to advertise with gay community, giving money to our publications and events when no one else would. Now we see just about every type of business focusing on our community, but that wasn't always the case.Catch below a video interview with the (beadazzled and fabulous!) creator of the rainbow flag (I think how that works is that he promoted the idea of the rainbow for the LGBT community and not so much "invented" the actual rainbow):
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