Carlsberg: Special edition with a splash of refreshing optimism

Somersby announces collaboration with digital diversity platform QUEERMENTOR and donates €50,000. The brand is entering into a valuable partnership with the non-profit organisation Queermentor - Training & Empowerment Network gGmbH to work together for open, inclusive coexistence.

Carlsberg: Special edition with a splash of refreshing optimism
© Carlsberg Deutschland GmbH
Source:  Company news

Since 2014, cider lovers in Germany have been enjoying the refreshing, sparkling cider from Somersby - just eight years later, the brand with its five different flavours is one of the most popular ciders on the German market. However, Somersby stands not only for diversity in taste, but also for diversity in society. For this reason, the brand enters into a valuable partnership with the non-profit organisation Queermentor - Training & Empowerment Network gGmbH to work together for open, inclusive coexistence.

The values of joie de vivre, diversity, open-mindedness and community have always been firmly anchored in Somersby's DNA and are an important part of its brand communication. The aim of the collaboration with the first digital diversity platform QUEERMENTOR is to raise awareness of the realities and challenges of queer people's lives.

QUEERMENTOR supports young queer people in their personal and professional development through coaching and counselling. One-to-one mentoring with experts from different sectors, online trainings for professional success and strengthening of mental health form the core of the programme and aim at starting the working world with self-confidence and finding one's own place in society and private life. To support the important work of QUEERMENTOR, Somersby is accompanying the collaboration with a donation of €50,000.

Making the world a little more colourful
In addition to the financial support and in order to raise awareness of the issue among as many people as possible, the partnership will be complemented by a Special Edition and a jointly developed LGBTIQ+ campaign starting on 26 June 2022.

"It was very important to us that queer perspectives are at the core of our campaign. For this reason, it was clear to us that we as Somersby would only want to take this step with a strong LGBTIQ+ partner:ing organisation at our side - with Queermentor we have found the perfect match here to jointly provide food for thought for a more open and inclusive society. In our cooperation, it was particularly important to us that QUEERMENTOR, led by founder Pavlo Stroblja, was involved in every step - from the packaging of the limited edition to the implementation of the campaign. Our goal is to reach as many young queers as possible and to provide access to QUEERMENTOR's unique training and empowerment network with the donation." - Vanessa Völker, Brand Manager Somersby

The digital network for young LGBTIQ+ and allies, which won the prestigious Impact of Diversity Award 2022 in early May, has gained a lot of relevance, especially in pandemic times, especially in rural areas.

"We are delighted to be working together as we share the vision of an open, inclusive world - where we can all live carefree, happy and empowered lives. With Somersby's support, we can further advance QUEERMENTOR and raise awareness that many queer people still experience exclusion on a daily basis. With the help of the campaign, we hope to attract many more people and companies to stand up for queer people - to create a colourful and diverse future together!" - Pavlo Stroblja, Founder & CEO of QUEERMENTOR

Growing with diversity: Proud Supporter
On the occasion of the collaboration, the Somersby classic in the Apple flavour appears in a new design and will be available as a limited edition, both as a 0.33l can and as a 0.33l bottle, at the POS and in gastronomy from now on. The special feature: The can and the bottle shine in the colours of the rainbow flag and the cooperation and partnership with QUEERMENTOR is integrated on the packaging with the logo and the hashtag #ForAStrongCommunity. The Limited Edition will be available from the beginning of June in the following containers: 4x 0.33l for €4.99 (RRP) and as a single bottle or can for €1.29 (RRP).

But for Somersby and QUEERMENTOR, the joint path goes far beyond the Special Edition and campaign. As part of the cooperation, Somersby would also like to learn more as a company about how employees and the company can stand up for queer people. This is to be done, among other things, through workshops on the topic of "Queer Awareness", which will also ensure that employees are sensitised to the topic internally.

In addition to the Limited Apple Cider cans and bottles, the partnership will receive wide-ranging visibility through a large-scale LGBTIQ+ campaign starting on 26 June 2022 - Stay tuned, we will keep you posted!