Dive Brief:

• Jägermeister has joined forces with the Lesbian Bar Project as part of its #savethenight campaign for a four-week fundraising campaign that aims to save the remaining 15 lesbian bars in the U.S., according to a press release emailed to Marketing Dive.
• The partners have created a 90-second PSA highlighting the influence of lesbian venues and paying homage to noteworthy bars that have closed over the years. Actress Lea DeLaria, known for her role in "Orange Is The New Black," narrated the ad. The campaign website features testimonials from bar owners, information about the remaining bars and a donation portal.
• Both entities are also developing a documentary series examining the history and influence of lesbian bars, per the announcement. The campaign is the latest effort from an alcohol brand that seeks to aid bars that have been negatively affected by the pandemic, but the first to focus specifically on lesbian bars.

Dive Insight:

The extension of Jägermeister's #savethenight initiative that focuses on the few remaining lesbian bars in the U.S. adds another layer to a tactic used frequently by alcohol marketers during the pandemic. Jägermeister sensed that the coronavirus crisis would upend venues and launched the initiative earlier in 2020, donating to charities aiding the nightlife economy. The partnership with the Lesbian Bar Project adds another purpose-driven element to the effort.

Jägermeister, which has supported the LGBTQIA+ community in the past, felt the effort was needed to keep lesbian bars in business during and after the pandemic, Cliff Rigano, director of culture, lifestyle & event marketing at Mast-Jägermeister U.S., said in a statement. The company noted that an estimated 200 lesbian bars operated in the U.S. during the late 1980s, but as of early 2020, that figure had declined to 16. Though lesbian bars were declining before the COVID-19 pandemic, one of them has closed as a result of the coronavirus, bringing the total down 15, per the statement.

All of the proceeds from the fundraising effort will go toward the participating bars, per the announcement. Though many companies have donated to charity in response to the coronavirus pandemic, alcohol companies such as Crown Royal, Don Julio and Bud Light have been particularly focused on supporting bars, restaurants and other venues hit hard by the pandemic. Jägermeister stands out in its support for lesbian bars, which have historically served as safe spaces for the marginalized group.