Since the 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, and with them,
an important piece of LGBTQ+ history and vital safe places
for the community.

To help protect these spaces and shine a light on their
importance, Miller Lite partnered with Pulitzer Prize-nominated historian
Dr. Eric Cervini to write a history of some of the most important
bars in LGBTQ

Copies of Beers & Queer History were sold on MillerLite.com for $19.33,
the year the legendary Cafe Lafitte opened in New Orleans.

All proceeds benefitted Miller Lite’s partners
at the Equality Federation.

To ensure content was authentic to its audiences, Miller Lite partnered
with influencers who were members of the LGBTQ+ community,
including prominent drag queens such as Miss Peppermint
and Lady Bunny, to build awareness and buzz across channels.

As part of the outreach program, Dr. Cervini conducted interviews
with leading LGBTQ+ outlets such as The Advocate, Logo, and
Matador Network. Digital copies of the book were shared
with a large range of lifestyle and general-news outlets.

When the embargo was lifted, coverage was widespread
and overwhelmingly positive.

Full features appeared in outlets including Adweek, Mashed,
ComicBook, Sustainable Brands, HeSaid, Yahoo, CNET,
AdAge, The Drum and The Takeout, among others.

The response to the book, and its message, was overwhelmingly positive.

With over 125 positive pieces of coverage, and more than 500 million total media impressions,
the story resonated across food and beverage, trade, lifestyle, and alcohol-industry outlets.

The effort culminated with a quick sellout, and a $200,000 donation to the Equality Federation,
a fitting way to extend a 40+ year legacy of allyship.