Bowen Yang Is One of the Storytellers Who Shares Poignant Role Gay Bars Play in Our History
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While everyone knows how the pandemic impacted bars and restaurants, LGBTQ establishments were significantly more vulnerable and faced and experienced a steady decline only exacerbated by Covid.
The reasons that contributed to the closing of these essential spaces are myriad however one factor stood out: lack of succession planning. Legacy establishments often don’t have qualified personnel to help take over the business.
Absolut, with its 40 plus years history as an ally and partner was in a unique position to authentically present the stories conveyed in Out & Open.
In 1990s, Absolut’s powerful advertising imagery made many of us feel seen as human beings in the absence of legal or other societal recognition.
Ad campaigns like Absolut Out (above) and Absolut Fire Island (below) were powerful symbols to the community during less enlightened times.
Many of the Out & Open stories simply pay homage to LGBTQ bars and restaurants and the many ways these critical spaces serve the LGBTQ community.
Tapping into the masterful storytelling ability of someone like comedian Bowen Yang maximizes the impact while highlighting the fact they’re irreplaceable and simultaneously raising awareness of the headwinds they face.
Executing the initiative in tandem with the National LGBT Chamber of Commerce (NGLCC) brings their significant resources and experience educating owners to never forget the crucial role succession planning plays in their longevity.
Pam Forbus, SVP, Chief Marketing Officer, Pernod Ricard North America:
“Our goal with Out & Open is to bring attention to these critical LGBTQ spaces, leveraging powerful voices within the community like Bowen Yang to illustrate how important it is that they remain open for the future generation to safely gather and celebrate.”
Above: The company’s instantly recognized Pride bottle, which has featured Gilbert Baker’s iconic Rainbow flag since 2008, unveiled its new design. The Absolut Rainbow bottle is a physical reminder of the brand’s belief that a colorful, diverse and equal world is something to strive and work toward.
While these bar closures have been exacerbated by the pandemic, a number of factors have driven this steady decline, including gentrification, technology and a lack of the succession planning that prevents these spaces from staying out and open for the next generation. However, despite being especially vulnerable to closures, these vibrant, joyful spaces are vital for the LGBTQ community. Whether providing a space for belonging, freedom and acceptance, serving as hubs for activism and fundraisers, or serving as a source for networking, resources, and employment.
Throughout the series, members of the LGBTQ community share their personal stories that elucidate the importance LGBTQ bars have played, and continue to play, in their lives.
These stories recall the joyful, emotional memories of what it was like to first enter a LGBTQ bar, pay homage to those that have closed, share how they have been spaces for social justice, and more.
In a “Love Letter” to beloved New York City gay bar Eastern Bloc, Bowen Yang summarizes it best:
“Gay bars are monuments to our past, venues for the present, and gateways to our future. Certain places have a hold on you from the moment you walk through their doors – the people, the energy, the possibilities. This is especially true for members of the LGBTQ community like myself. These bars simultaneously hold our history and our future, bringing people of all walks of life together in celebration of each other.”
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Above: Yang stars in the highly anticipated movie Fire Island debuting in June.
By partnering with the NGLCC they can carry out succession trainings, which will take place in cities such as Minneapolis, New Orleans, and Denver as well as virtually. LGBTQ business owners can register on the NGLCC website on a first-come-first-serve basis to learn how they can protect the future of their business so they can continue to provide a safe, joyful space to their communities.
For every listen of these stories on Absolut.com/us/out-and-open, Absolut will make an additional donation to the NGLCC.
*For every listen to an Absolut Out & Open story between April 25, 2022 through June 30, 2022, Absolut will increase its $175,000 donation to the NGLCC by an additional $1 to fund succession planning education and training, up to a maximum of $200,000.
