Goose Island Collaborates With Celebrity Drag Queen For New Beer

, Goose Island Collaborates With Celebrity Drag Queen For New Beer

(Courtesy Goose Island)

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 finally has her own beer and Goose Island has timed its release to coincide with LGBTQ Pride Month.

Shea Couleé, the onstage persona of 31-year-old Jaren Kyei Merrell who attracted national attention as a participant in RuPaul’s Drag Race Season 9, is now adding brewer to a growing resume that already includes singer, dancer, filmmaker, LGBTQ activist and social media personality.

, Goose Island Collaborates With Celebrity Drag Queen For New BeerBrewed in partnership with Do312, this stylish limited release features a can that Couleé helped design and the Chicago celeb, who counts over 919,000 followers on Instagram, will also lead its promotional efforts….

Described by the brewery as ‘flavorful and fierce,” Goose Island Shea Coul-Ale is a 4.2% ABV dry-hopped Wheat Ale with bright lemon notes and a glittery can label design “that’s to die for.”

And as Goose Island Senior Marketing Manager Mike Erickson told Adweek, the new 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.”

“This light and lemony urban wheat pale ale is brewed right in my hometown of Chicago,” Couleé said in a statement, adding that it’s “great for social distancing cookouts.”

A portion of Goose Island Shea Coul-Ale proceeds will be donated back to Trans Tech, a charity dedicated to creating comprehensive vocational training, and job placement for Trans Women looking to get a head start in the workforce.

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All image credits: Goose Island

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