San Francisco Pride just got a much-needed refill—courtesy of a wine label with bite and backbone. As major corporations sprinted for the hills amid Donald Trump’s latest assault on diversity, equity, and inclusion (DEI) programs, one cheeky brand just sauntered in with rosé and resistance.
Squealing Pig, the zesty wine label under global luxury wine giant Treasury Wine Estates, signed on as the official wine sponsor of San Francisco Pride for 2025 and 2026. Their mission? Keep the bubbly flowing even when corporate America runs dry.
Forget the fair-weather friends—this brand isn’t afraid of red states or red tape. “We are thrilled for Squealing Pig to be part of the vibrant celebration of individuality and self-expression that Pride represents — it is everything our brand stands for,” said Sarah Bakx, president at BOLD Brands, the division of TWE responsible for this deliciously bold move.
The announcement lands just months after Comcast, Anheuser-Busch, and others reportedly dropped their Pride support, with local outlets calling them out for “shameful” behavior. The message from the LGBTQ+ community was clear: allyship isn’t seasonal.
A Wine Lounge with a View (and a Purpose)
The two-year sponsorship goes beyond slapping a rainbow on a bottle. Squealing Pig will set up a full wine lounge outside San Francisco’s City Hall during both days of the 2025 and 2026 Pride festivities, turning celebration into an act of defiance—with a hint of citrus.
This year’s Pride theme, “Queer Joy Is Resistance,” couldn’t be more fitting. And this partnership? It’s resistance with a crisp finish.
Treasury Wine Estates isn’t new to the queer party. From sponsoring Sydney Mardi Gras to backing Manchester Pride’s “Summer of Love,” Squealing Pig has pranced its porky little hooves through the international LGBTQ scene. The brand even supported San Francisco Pride’s “Pride for Breakfast” event last year. You don’t do breakfast Pride unless you’re really committed.
Wine, Values, and Visibility
“Celebrating diversity and uplifting voices is more important than ever,” said Elise Spangenberg, senior VP of people and culture at Treasury Americas. “It is an honour to support a movement with a powerful legacy, one that reflects who we are, right in our own backyard.”
And for the LGBTQ+ community, this isn’t just about wine—it’s about visibility. It’s about a brand choosing joy, queerness, and inclusivity when it’s far easier to shrink into the background. As DEI programs get slashed and trans rights become political footballs, Squealing Pig is choosing sides—and choosing loudly.
The LGBTQ community doesn’t need another brand rainbow-washing its image every June. It needs partners who show up when it’s tough, when it’s political, and when it’s necessary. And yes, preferably with Pinot in hand.
As other companies duck and cover, Squealing Pig is squealing proudly. Resistance, after all, pairs perfectly with a chilled Sauvignon Blanc.