BWS celebrates pride season by taking BWYASSS national

BWS has extended its popular BWYASSS stores after installing three stores in Sydney for last year’s Mardi Gras, with another seven stores across the country now loudly and proudly displaying the signs. 

“‘Yasss Queen’ has its origins in the LGBTQ+community and by incorporating the rainbow colours in our BWYASSS sign, we want to show our support and celebrate the diversity of the LGTBQ+ community in a loud and proud way,” said BWS Area Coach and Endeavour Group’s Proud at Endeavour co-chair Ash Martin.

The BWS St Kilda (VIC), BWS Newtown (NSW), BWS Brisbane New Farm (QLD), BWS Queens Tavern (WA), BWS Canberra City (ACT), BWS Hobart Brooker Highway (TAS) and BWS Adelaide City (SA) stores now have the signs.

The stores were chosen following recommendations from BWS team members as to locations where the community would most appreciate the new signs. 

Last year, BWS installed the signs at three of the retailer’s Sydney stores near the Sydney Mardi Gras precinct - BWS Paddington South Dowling Street, BWS Paddington Oxford street and BWS Darlinghurst.

“The feedback on the first BWYASSS signs in those three stores was incredible, with many in the LGTBQ+ community saying they wanted to see the signs at their local stores too, which is why we decided to expand it across the country,” Ash explained. 

BWS Managing Director Scott Davidson said that proactively building a safe and diverse culture was a focus for the drinks retailer. 

“Diversity, equity and inclusion are central to us; to be a great place where our customers and team members feel safe and included,” he said. 

BWS is also - together with Dan Murphy’s - exclusive retailers of Loud & Proud, a brand new drinks range with 100 percent of the profits* going to national charity Pride Foundation Australia, who will use the funds to support LGBTQIA+ specific programs to provide help for those dealing with substance abuse.

The Loud & Proud range offers six different drinks to choose from - a rosé, pinot grigio, grenache, brut cuvée, pale ale beer and watermelon flavoured seltzer.

As set out in its Sustainability Strategy, BWS parent company Endeavour Group has committed to by 2025, achieve Bronze Tier employer status and by 2030 achieve Gold Tier employer status, in the Australian Workplace Equality Index (AWEI) for Lesbian, Gay, Bisexual, Transgender and Queer (LGBTQ) Inclusion Awards.

*Endeavour Group will donate to the Pride Foundation an amount equal to the retail price that you pay minus the wholesale cost to us of sourcing the product, for each unit of product. Endeavour will absorb all other overhead costs associated with facilitating the sale of the goods to you.


For more information, interviews or images, please contact [email protected]

You might also like

Aussie wine makes history by being named the  world’s best GrenacheAussie wine makes history by being named the world’s best Grenache

A South Australian Grenache has made history by becoming the first Australian drop to be awarded the International Grenache Trophy in the prestigious International Wine Challenge’s (IWC).

Endeavour Group announces winners in inaugural Supplier of the Year AwardsEndeavour Group announces winners in inaugural Supplier of the Year Awards

Last night, Endeavour Group announced the winners of its inaugural Supplier of the Year Awards program at a gala ceremony in Melbourne, with more than 500 suppliers taking part in the festivities.

Dan Murphy’s launches Decoded Spirits Awards as home cocktail trend boomsDan Murphy’s launches Decoded Spirits Awards as home cocktail trend booms

Dan Murphy’s has today unveiled the 19 winners in its inaugural Decoded Spirits Awards including best gin, whisky and mezcal, with prices starting from $35. More than 600 spirits were blind tasted by 10 judges over five days.