An innovative entrepreneur has just unveiled a new canned cocktail named “Gay Water,” targeting LGBTQ drinkers and seizing the opportunity created by Bud Light’s recent missteps. Bud Light faced a significant consumer backlash and subsequent negative consequences when it made progressive moves, leading to calls for boycotts and the downfall of its short-lived spokesperson, Dylan Mulvaney. However, “Gay Water” embraces the long-standing nickname given by the gay community to the classic vodka and soda cocktail and uses this controversy as inspiration to be even more bold in its target audience.
Spencer Hoddeson, the founder and CEO, revealed that Bud Light’s ill-fated partnership with Mulvaney, which resulted in a 25% drop in sales, will influence their marketing and distribution strategies. However, Hoddeson clarified that these changes will fuel their purpose, as they are a brand unafraid to fight for their community. Gay Water officially launched on Wednesday and is currently primarily sold online in six- and 12-packs priced at $18.25 and $36.50, respectively. The six-pack only offers a lime flavor, while the 12-pack includes watermelon, lime, peach, and grapefruit variations.
Hoddeson, a 30-year-old entrepreneur, employs suggestive and playful messaging and imagery in Gay Water’s social media and website, including an attention-grabbing reference to the 6.1-inch height of the 12-ounce can. Hoddeson’s mission is to destigmatize the word ‘gay’ and introduce queer-owned products, defying traditional norms in spaces such as restaurants, bars, liquor stores, and grocery stores. Gay Water emphasizes the original definition of ‘gay,’ which means happy, and aims to remind people of this positive connotation.
Regarding Bud Light’s campaign, Hoddeson criticized its lack of consistency and suggested that if a brand wants to be a part of the LGBTQ+ community, its marketing plan should extend beyond brief campaigns and involve year-round collaboration with the community. Hoddeson believes Bud Light’s failure stemmed from a lack of understanding of their core audience. Moreover, the company’s silence worsened the situation.
Hoddeson emphasizes that while Gay Water is supportive of the LGBTQ+ community, the brand does not want to be one engulfed in rainbows and unicorns solely during Pride month. Launching outside of Pride month is a deliberate move to assert that Gay Water’s goal is to increase visibility for the LGBTQ+ community all year long, rather than just for a single month.
Driven by his passion for creating community and content, Hoddeson already maintains a substantial social media following, with over 60,400 followers on Instagram and 120,000 on TikTok. He used his earnings from content creation, along with donations from friends and family, to fund the development of Gay Water.
In conclusion, Gay Water represents a captivating and inclusive offering that aims to resonate with LGBTQ drinkers. By leveraging Bud Light’s missteps and employing a strategic marketing approach, Spencer Hoddeson and his team are determined to make Gay Water a brand that champions the LGBTQ+ community and challenges societal norms throughout the year.
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