Goose Island Celebrity Drag Queen Beer Returns

, Goose Island Celebrity Drag Queen Beer Returns

(Courtesy DoStuff Media/ Goose Island Beer Co.)

She’s here, she’s queer, and she’s a beer – Goose Island

After joking about her “Champagne lifestyle on a beer budget,” RuPaul protégé Shea Couleé introduced her own beer last year. And now she’s back with an even flashier version.

Here’s the deal…

Shea Couleé, is the onstage persona of 32-year-old Jaren Kyei Merrell who attracted national attention as a participant in RuPaul’s Drag Race Season 9, added brewer to a growing resume that already includes singer, dancer, filmmaker, LGBTQ activist and social media personality in 2020.

, Goose Island Celebrity Drag Queen Beer ReturnsBrewed in partnership with DoStuff Media, that stylish limited release was a 4.2% ABV dry-hopped Wheat Ale with bright lemon notes and a glittery can label design that Couleé helped design and flamboyantly promoted to her over 919,000 followers on Instagram.

And as Goose Island Senior Marketing Manager Mike Erickson told Adweek, that the collaboration’s rollout was careful to avoid the ‘pinkwashing’ label that has plagued other companies trying to cash in on the LGBTQ’s estimated $3 trillion in global buying power by simply adding a rainbow flag to their products or advertising campaigns…

“While Goose Island is the first beer brand to partner with a Drag All Star, the whole process felt like it was always meant to be. Our mission for the partnership was to reflect on the artists of our Chicago community but also share a message that resonates nationwide, which is to support one another now more than ever and hopefully bring a piece of the Pride celebration to your home.”

And now (again working with Gooses Island Beer and DoStuff Media) Couleé is returning and updated version of her fabulous Shea Coul-Alé, this time a “Royal Edition.”

For the Royal Edition, Couleé “gave last year’s Wheat Ale an upgrade by using pineapple puree for a fun and fresh taste, to create what she called this season’s “draggiest beer.”

Arriving just in time for Pride 2021, this year’s release will extend beyond last year’s Chicago-only rollout into New York City, Philly and St. Louis.

For every purchase of Shea Coul-Alé, $2 will be donated to Brave Space Alliance, he first Black-led, trans-led LGBTQ center in the South Side of Chicago.


Photos courtesy of DoStuff Media/ Goose Island Beer Co.

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