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Beyond Performative Rainbows: How Businesses Can Support the LGBTQ+ Community for (and with) Pride

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do were:So what does it look like when a company celebrates Pride with authenticity? Athletic Brewing Company, the leading brewer of craft beers that just happen to be nonalcoholic, has partnered with a world-renowned LGBTQ+ climber Alex Johnson to release a limited-edition Pride Month brew.

Rainbow Wall is a slightly hazy Blood Orange IPA fittingly named after an iconic mountain face called the Rainbow Wall at Red Rocks in Nevada, a favorite climb of Johnson’s.

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