RAINBOW BEER
Upstreet once again creates rainbow beer to celebrate Pride Week in P.E.I.
Upstreet creates new drink for P.E.I. Pride Week
When Ainsley Kendrick and Dian Miguel left Toronto last year to move to P.E.I., they weren’t sure what to expect from Canada’s smallest province.
Coming from a city with millions of people, they were part of a tight-knit, supportive community and didn’t know if they would find something similar on the Island.
It was after attending a festival last summer when the couple opted to move to Charlottetown.
“It was because of Pride,” Kendrick said, adding they attended last year’s Upstreet Craft Brewing’s Rainbrew event during Pride week, where they met people with whom they are now friends.
“I think there’s definitely a lot of wonderful queer people here, activists, people who want to see and build the community — so we’re starting to put ourselves out there more.”
This year for Pride, Kendrick and Miguel, owners of T to the T Media, are planning an Instagram takeover of the P.E.I. Gay Tourism Association’s social media account.
Kendrick and Miguel have asked five people in the LGBTQ2S+ community on the Island to help out with the takeover, where each day a different person will run the association’s account.
“They get complete access and can post anything they want,” Kendrick said. “We’re encouraging them to show a day in their lives, show what they do on the Island.”
Social media takeovers aren’t
new and are becoming a popular marketing practice, but this will be T to the T Media’s first attempt to promote the Island.
“It’s a great way to showcase P.E.I. and the diverse community,” Kendrick said.
Upstreet Brewery has once again collaborated with Pride P.E.I. to create the Rainbrew draft.
The strawberry lavender Saison uses local ingredients, said Mike Hogan, Upstreet Brewery cofounder and beer engineer.
“The idea is to try and incorporate an ingredient with every colour of the pride flag.”
Since last year was the first time the Rainbrew was made, only a few kegs were available.
This year, the brewery is making a full batch that will be available at the Upstreet Taproom and at Craft Beer Corner.
Marsha Gallant, Upstreet’s marketing manager, said the company is excited to take part in Pride week.
“Community is kind of our number one here. I think that everybody should be involved in things like this. It was a nobrainer for us,” she said. “Our mission really is to refresh the community and be involved and help in any way that we can.”
The Rainbrew beer will be launched at the brewery on Sunday.
“Our mission really is to refresh the community and be involved and help in any way that we can.” Marsha Gallant