A whisky review of Pride Month: The good, the bad, the why bother?

As Pride Month draws to a close, let’s embark on a whisky-flavoured retrospective of the annual LGBTQIA+ celebration – while remembering that the whole purpose is to commemorate and push on for positive change.

Happy Pride Month! Whether you’re part of LGBTQIA+ community* or joined in as an ally, this lesbian hopes it’s been a joy-filled and galvanising time for you. Because for many, especially trans and non-binary folks, it’s becoming increasingly difficult to live authentically and freely. Across the UK where I’m based, the US and parts of Europe, new legislation and toxic media coverage are fuelling a growing sense of hostility towards our communities. Just take a look at these Stonewall figures to get a sense of the challenges queer and trans people face. The opportunity to celebrate, gather together and push to reverse this wider climate is needed more now than ever.

But first, for the uninitiated, what is Pride Month? Held to commemorate the 1969 Stonewall riots in New York that pushed for gay liberation, the month-long, now-global observance was always meant to be more of a protest than a party. By all means celebrate, but remember the purpose should be greater safety, freedom, access to healthcare, resources – in other words, equality – for LGBTQIA+ communities. 

In previous years, drinks brands galore have rolled out the rainbow flag across limited edition bottlings, events, websites and beyond. Many have donated the proceeds to queer and trans charities. The spotlight has been cast on employees, internal and external comms have extolled the brand’s commitment to equality. Depending on who you speak to, there’s generally a mixed reception. Some activity feels genuine and there’s a tangible, positive outcome. Others seem like nothing more than rainbow-washing. But perhaps the most notable gap for 2024 has been the seemingly muted activity from whisky brands. Exhibit A? Jack Daniel’s. In previous years, the brand has pushed a ‘Jack Fire and Pride go together like cinnamon and whiskey’ partnership with funds going to GLAAD. But it’s barely been seen in 2024, aside from sponsoring one WNBA Pride Night. What’s happened?

As a queer whisky drinker, you’d barely have noticed it was Pride Month at all.

Why? It seems to me the aforementioned toxic narrative (especially towards trans people but also the wider queer community) has seen many brands proceed with caution. This is disappointing. On the other hand, if there was never any purpose behind the Pride flags, where is the loss? In my view, an industry that desperately needs to become more inclusive needs to do better.

Pride Month in whisky: The good

Despite this, there have been a handful of very good Pride initiatives that I’ve spotted in Scotland. First up, Holyrood, which hosted a roundtable discussion where LGBTQIA+ employees chatted about their experiences in whisky. A transcript was published online and shared on social media. Reading it not only made me feel very seen, but I also wished content like that had been around for me as a younger lesbian. Centring voices like this builds community, and shines a light on some of the ongoing challenges our communities face. More of this, please. 

Diageo was more vocal than most on its main corporate site about its Pride celebrations around the world. The biggest Scotch whisky maker has repeatedly won awards for its inclusive policies, and has spent the month talking about these. As well as taking part in Edinburgh Pride (so too did Glenmorangie), it also threw a party at its flagship Johnnie Walker Princes Street venue hosted by drag icon Kitty Scott-Claus. I’d love to dig more into the detail of the queer and trans inclusive policies it’s won awards for. Diageo received criticism around the 2022 FIFA World Cup for its now-ended partnership with David Beckham. He was also acting as an ambassador for the Qatar-based event – a country where it’s illegal to be gay. It would be very interesting to see how it would stand on the issue today.

Finally, sticking with Diageo, The Singleton dedicated one of its Singleton Sessions arts and music nights to raise money for Highland Pride. The volunteer-run charity advocates for LGBTQ+ rights across the Scottish Highlands, including an annual parade in Inverness. 

But… the pickings were slim this year. It’s possible that some initiatives may have passed me by. But, from the dearth of press releases and social media posts, I think it’s safe to say whisky has not been an active Pride Month participant for 2024. 

The bad

There has of course been an uplift in Pride flags spotted during the month. Distillery flagpoles and office windows might have carried the colourful design, but this hardly counts as proactive support. The same can be said of performative LinkedIn posts. But at least these show some level of support and acceptance. 

Brands that previously were all-in and now have left conversation just leave silence. A void that can be filled by far less progressive voices. Brands need to be much, much bolder. Think it’s got harder for you in this era where basic human rights have been politicised? Try being queer. 

So why bother?

Rainbow-washing has been criticised, and rightly so. While I’d still like to see more brands hit the bare minimum of aligning themselves with the queer community through social media posts and flag-flying, what we really need is action. Pride is supposed to be a protest, remember?

Are you a brand reading this? How are you actively supporting your LGBTQIA+ employees? Do you have policies on tackling homophobia and transphobia? If you offer private healthcare, does this specifically include trans healthcare? Do you make sure your suppliers align with your values? 

Want to do better but not sure where to start? DON’T expect the queer and trans people in the organisation to do the work for you. Yes, consult your staff – either on company time, or pay for their additional hours – but don’t expect them to implement the findings. When considering policies or activities, start with the most marginalised group of the LGBTQ+ umbrella – the trans community. If they benefit, so will everyone. 

Please be vocal. Host events. Look at your own policies. Visibly show that you’re an LGBTQIA+-affirming brand. And don’t fly the flag if you’re not going to do the work.

Have I missed any amazing whisky campaigns for Pride 2024? Let me know! kristiane@kristianesherry.com. 

*lesbian, gay, bi, trans, queer, intersex or asexual