Miller Lite: Beers & queer history

Miller Lite, a US lager, highlighted the importance of America’s queer bars by producing a short history book and generating over 500m media impressions.

The Situation

Since the very beginning, America's queer bars have played a critical role in the modern gay-rights movement. But they are disappearing. Since 2007, 37% of them closed—taking with them an important piece of LGBTQ+ history and depriving communities of vital, safe gathering spaces.

As a long-time fixture in these spaces, Miller Lite understood the stakes.

A year earlier, the brand had unveiled its "Open & Proud" initiative, to help make the 55,000 bars that serve Miller Lite become more inclusive to the LGBTQ+ community through local town halls, training guide development and implementation, plus continued support...

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