Last week, Boston Beer Company (the makers of Samuel Adams Lager) decided to pull their sponsorship from the St. Patrick's Day Parade in Boston, and it looks like Heineken is doing the same in New York for Monday's celebrations.
Both brewing companies are doing so to support LGBT community members, after parade organizers ever-so-benevolently allowed LGBT members to march in the parade, but banned them from using any and all signage about sexual orientation. Gay rights groups have reached out to various authorities including Irish Prime Minister Enda Kenny to put their foot down, and a couple have. Boston mayor Marty Walsh did not attend the parade, and New York City mayor Bill de Blasio does not appear to be attending tomorrow's parade.
A Heineken spokesperson told CNBC, "We believe in equality for all. We are no longer a sponsor of Monday's parade."
The decision to pull the sponsorship has been lauded by gay rights activists. GLAAD president Sarah Kate Ellis also praised the decision:
"Heineken sent the right message to LGBT youth, customers and employees who simply want to be part of the celebration."
It's a pretty genius move to take away the second most important part of St. Patrick's day to make a legitimate point. Still, it's unfortunate that people quite literally need to be forced into sobriety to understand how ludicrous the anti-LGBT sentiment really is.
Image via AP.