BWYASSS' big proud message

The BWYASSS & PROUD campaign kicks off at BWS this month, designed to celebrate the true diversity of pride within the LGBTQIA+ community.

Ten BWS stores around Australia are proudly and permanently branded BWYASSS and the liquor retailer is celebrating four individuals and their stories this February - those who don’t currently feel seen or catered to by the big pride campaigns - reminding people that BWS makes buying drinks welcoming and fun for everyone.

BWS General Manager of Marketing, Josie Brown, said it was amazing to see the momentum behind BWYASSS just five years after renaming the first of its stores on Oxford Street in Darlinghurst.

“It is an incredibly special movement we have created with this little tongue-in-cheek brand tweak,” Brown said.

“Our customers love it, and it challenges us to always think of new ways to celebrate diversity, and promote inclusion. And with the launch of this year’s campaign we’re louder and prouder than ever on behalf of those that sometimes don’t feel represented in pride culture.”

BWYASSS & PROUD features Georgie Hooper (they/them), a non-binary middle school and special needs teacher.

Hooper said, "What I love about the queer community is for myself within it, I feel like I have a really unshakable sense of identity, and I think that's because as a queer person within a community, you sort of get to define yourself.

“And in that way, I feel like that's a gift. That's a gift to the world. I think that's what the queer community gives the world, just this idea that you sort of get to choose who you are, and that's really powerful."

The campaign will also profile Bettie Bombshell (she/they), a burlesque performer and 2019 Miss Burlesque Australia, LGBTQIA+ housing and homelessness support worker, Sunny Parker (they/them) and hairdresser and rollersakter, Jossh (they/them).

BWS is also partnering with Pedestrian Group to present the BWYASSS House of Pride: an event featuring different spaces curated for all people, so no matter how you express yourself, it's a celebration not to be missed.

To win a double pass to the BWYASSS House of Pride event head to the competition page and tell us why you’re proud of who you are. Hurry as there are only a limited number of tickets up for grabs! ENTER NOW

The celebration continues with the LOUD & PROUD range back in BWS stores this week, with 100% of the profits* being donated to the Pride Foundation Australia. A life-changing philanthropic non-profit organisation, Pride Foundation supports the LGBTQIA+ and allied communities across Australia, championing equality, diversity and inclusion.