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As big brands back away from LGBTQ Pride, one New York brewery is stepping in — with action, not just rainbow logos. Brooklyn Brewery, the official beer partner of NYC Pride for the past three years, is trading its usual Pride ads for something far more impactful: direct financial aid to transgender, nonbinary, and two-spirit New Yorkers. The new initiative, called Brooklyn Brewery Supports, will distribute $25,000 in no-strings-attached funds — $1,000 each to 25 individuals — to help with essentials like housing, food, and healthcare.

President Robin Ottaway told The Advocate,

“This year, it felt more urgent than ever to shift from symbolic participation to something that offers real, practical help.”

While Brooklyn Brewery will still march and celebrate this June, its dollars are now going directly to the community — a bold move at a time when others are pulling out. The brewery is partnering with Angelica Christina, a board member of The Stonewall Inn Gives Back Initiative, to select recipients through December 2025. Anyone over 21 living in NYC who identifies as trans, nonbinary, or two-spirit can apply — or be nominated by a friend.

Ottaway adds,

“We hope the money offers some breathing room — a chance to ease immediate stress around basic needs like housing, food, or healthcare.”

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Happening Out Television Network