New Endeavour Group ‘Loud & Proud’ drinks range raises money for Pride Foundation Australia

Endeavour Group has launched ‘Loud & Proud’, a bold and colourful new drinks range raising funds for Pride Foundation Australia.


“We are thrilled to unveil our fabulous drinks range Loud & Proud that aims to celebrate diversity in the wider community - loudly, proudly and openly,'' said Endeavour Group’s Proud at Endeavour co-chair Ash Martin.


“Diversity, equity and inclusion are central to Endeavour Group’s culture; to be a great place where our customers and team members feel safe and included, so Loud & Proud really captures our spirit in a bottle!” he added. 


100 percent of the profits* will go 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. According to Pride Foundation Australia board member Sarina Jackson, the partnership with Endeavour Group in the Loud & Proud campaign is an excellent opportunity to raise funds for a much needed cause.


“The national reach of the Endeavour Group, through its extensive network of Dan Murphy’s and BWS stores and its significant online presence, together with the visibility of this campaign, has the potential to reach millions of consumers, creating an important avenue to start a conversation about LGBTQIA+ areas of need in the broader community,” Sarina said. 


Developed by Endeavour Group’s exclusive products and services arm Pinnacle Drinks, 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. Pinnacle Drinks partnered with independent brewery Brick Lane Brewing on the beer and the seltzer. 


“As a major Australian employer, we acknowledge the importance of proactively building a safe and culturally diverse team and we have been investing significantly in creating an inclusive culture for everybody,” said Endeavour Group’s Chief People Officer Alison Merner.  


Dan Murphy’s is also a major sponsor of Midsumma Melbourne and Albany Pride, while BWS has rolled out its popular BWYASSS signage to another 7 stores (10 stores across the country now have it) to show support and celebrate the diversity of the LGTBQ+ community.


As set out in its Sustainability Strategy, 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. 


Proud at Endeavour is a network of LGBTQ+ and Ally team members at Endeavour Group. The group works on initiatives to create a supportive environment for team members and customers, their friends and family members who identify directly as LGBTQ+ or are a supporting Ally of the LGBTQ+ community. 


Loud & Proud will be available in selected Dan Murphy’s and BWS stores across the country from next week. 



About Pride Foundation Australia
Pride Foundation Australia is a national philanthropic foundation specifically focused on funding lesbian, gay, bisexual, trans, queer, intersex, asexual and other (LGBTQIA+) community issues in Australia. We have a dedicated focus on advancing equity for the most disadvantaged LGBTQIA+ Australians, including advocating for systemic change and LGBTQIA creative arts.



*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.

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