Beer companies are well represented in The Commercial Closet, largely due to an effort in the mid-1990s to pull away from the industry's longterm sexist advertising themes that objectified women. Such commercials were summed up by the Swedish Bikini Team. Looking for new material to mine, brewers began extensively playing with gay and transgender themes in their advertising. However, because beer drinkers are stereotypically macho, the tone of many of the ads were more often negative.
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Samuel Adams - Celebrating Worldwide Pride

Company: The Boston Beer Company
    View Company Scorecard | Contact Company
Brand: Samuel Adams
Ad Title: Celebrating Worldwide Pride
Business Category: Alcoholic Beverages
Media Outlets: Print
Country: United States
Region: North America
Agency: unknown
Year: 2001
Target: Gays
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This ad is nearly identical to a mainstream version, which simply leaves off the statement "Celebrating Worldwide Pride." The ad lists a number of countries in which the beer has won competitions, such as Belgium, Brazil, etc.

Beer companies are well represented in The Commercial Closet, largely due to an effort in the mid-1990s to pull away from the industry's longterm sexist advertising themes that objectified women. Such commercials were summed up by the Swedish Bikini Team. Looking for new material to mine, brewers began extensively playing with gay and transgender themes in their advertising. However, because beer drinkers are stereotypically macho, the tone of many of the ads were more often negative.

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Yes, Good Taste Is Genetic
Company: The Boston Beer Company
Brand: Samuel Adams
Country: United States
Region: North America
Year: 2003


A Better Six Pack
Company: The Boston Beer Company
Brand: Samuel Adams
Country: United States
Region: North America
Year: 2003


Trannie
Company: The Boston Beer Company
Brand: Samuel Adams
Country: United States
Region: North America, US Regional
Year: 2001


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