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Beer Brand Seeks Party Legend To Crown In New Contest
Beer Brand Seeks Party Legend To Crown In New Contest

Forbes

time4 days ago

  • Entertainment
  • Forbes

Beer Brand Seeks Party Legend To Crown In New Contest

Lagunitas is seeking a party legend to crown next month in a new contest. A California beer brand is looking to revive party culture with a new contest. With social events down and birthdays getting ghosted, Lagunitas is celebrating the people who still show up, rally the crew, and turn any random Tuesday into an occasion. The brand is on a mission to revive party culture, with a hunt for their first-ever Party Legend. 'This campaign is for the people who make life a little more fun and the ones who remember that the everyday is worth celebrating,' says Hannah Dray, chief marketing officer at Lagunitas Brewing Company. 'The campaign is aimed at fans who miss the spontaneity of gathering just because. People who want more cookouts, porch hangs, and dance floors in their lives. The prize for being the life of the party includes: This honor is coming at a troubling time. According to the Bureau of Labor Statistics, Americans were less likely to engage in socializing and communicating on an average day in 2024 than in 2014, which represents 30 percent compared with 38 Atlantic even says 'Americans need to party more.' YouGov reports party culture is on the decline, too. 'At a time when many of us are craving more human connection, this campaign reminds people that good times don't have to be big, they just have to be shared,'Dray says. Fans can enter by posting a video showing why they're the Party Legend America needs by tagging @lagunitasbeer and using #partylegendcontest, or by visiting Entries will close on Aug. 7, which also happens to be National IPA Day. 'We noticed social events were on the decline and felt the party spirit slipping away,' Dray says. That sparked further investigation into the sad situation of socializing. 'When we saw data confirming a 35 percent drop in social gatherings since 2004, we knew it was time to reignite that energy and get people celebrating everyday moments again,' she says. 'At the same time, it was clear beer brands had lost some of its celebratory spark, and with it, its natural connection to socializing. So we decided to do something about it.' That idea evolved into a nationwide search to find and celebrate those people who keep the party alive, 'the true party legends,' she says. Dray notes that Lester Jones pointed out recently that 'Sociability is a prime factor in longevity. Why in the (heck) isn't every member of the beer industry telling people to get out there, socialize and live longer and have a beer?' 'That's something we believe in, too,' Dray says. 'It's our way of putting the spotlight on authentic community builders and good times.'

The 2025 London Pride Parade is a wrap. Here's how it went.
The 2025 London Pride Parade is a wrap. Here's how it went.

CBC

time20-07-2025

  • Entertainment
  • CBC

The 2025 London Pride Parade is a wrap. Here's how it went.

The sun came out just in time for thousands of Londoners to enjoy a massive display of Pride on Sunday, as the 2025 London Pride Parade marched through parts of the city's core. Advocates, employers, institutions, politicians, and even a horse strode from the parade staging area at the Western Fair District, down Queen's Avenue, all the way to the heart of the city at Victoria Park. On the sidelines, thousands of people clad in rainbow paints, clothes, jewelry and more, blew bubbles, waved flags, clapped and cheered as the parade made its way to the park. Londoner Andera Novak was among the thousands of spectators. After being in the parade last year, Novak is sitting back and enjoying the show this year. "I think it's really great that with the Pride Parade, so many parts of our community are able to come together and just celebrate and be together," Novak said. Novak said it's a totally different experience being outside of the parade for a change, and a welcome one at that. "Especially with the way the world is right now, it doesn't always feel like there is a place in the community for everyone," Novak said. "I think the Pride Parade is the example that there is a space for everyone and there's a space where we can celebrate love and acceptance and just be together." Tannis Baribeau was in the parade, and told CBC News the experience was amazing. "It means the world to me. I think it deserves to be bigger," Baribeau said, adding that turnout seems to be on an upward trend that started when pandemic restrictions lifted and only continues to grow. Much like Novak, Baribeau said events like this are extremely important to the community. "At the end of the day, love will win," Baribeau said. "Please come out and support pride and show your pride, even if you're not part of the community. Make those around you feel safe." Irene Ramos attended the parade this year like she has for years before. "We all get together and it's a lot of fun. The sun's finally coming out and we're hoping we see a rainbow," she said. "There's all walks of life coming together to watch something that's supposed to be peaceful and celebrate people. It's great." Among those involved in the parade itself, were local radio stations, large employers such as Canada Life, and local politicians such as Mayor Josh Morgan and Coun. Corrine Rahman. The London Police Service also had a presence, with Chief Thai Truong taking part in the parade. Here are some more photos showing the sights of the 2025 London Pride Parade.

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