Squealing Pig to ‘fly with Pride’ in new summer campaign

Wine brand Squealing Pig will be hitting the road this month to celebrate and show support for the LGBTQIA+ community.

The Treasury Wine Estates (TWE)-owned brand will attend the Brighton & Hove Pride as the event’s official wine sponsor, before travelling north to Leeds Pride where the Squealing Pig van will be offering sample-sized measures to Pride revellers.

As the official wine sponsor of the 30th anniversary Brighton & Hove Pride on 5-7 August, 30 colleagues from TWE will be walking in the Community Parade, bringing with them a 6-metre pride pig blimp.

Throughout the three-day festival, Squealing Pig will be pouring wines from the range- Squealing Pig Italian Pinot Grigio Rosé, New Zealand Sauvignon Blanc, Australian Chardonnay and Italian Primitivo served in 750ml branded carafes or by the glass. Squealing Pig will be the only wines on offer in Brighton Pride bars, with the brand having full exclusivity at the event.

Select bars throughout the city will also be branded with Squealing Pig creatives, brand signage will be prominent on and around the festival stage, while the VIP area at Fabuloso will be furnished with Squealing Pig fans and ice buckets.

On 7 August, Squealing Pig will be heading to Leeds Pride as one of the events key sponsors, and bringing with them the Squealing Pig van to serve samples of its Italian Pinot Grigio Rosé, Australian Chardonnay and Italian Primitivo, donating 25 per cent of stock to Leeds Pride to support them in the great work they do in the community.

“It is a great privilege to support and celebrate with the LBTQIA+ community at these two iconic UK pride events,” Ben Blake, Head of Marketing EMEA at Treasury Wine Estates, said.

“Since the UK launch of Squealing Pig, we have been dedicated to working with inspiring people and communities to advocate causes the team are truly passionate about. Both Brighton & Hove Pride and Leeds Pride are such important events, and we’re thrilled to be part of the festivities. I hope attendees have an excellent time and enjoy the great Squealing Pig wines on show!”

After Squealing Pig launched into the UK market back in 2019, its popularity led by the brand’s unique and fun character has driven sales across the off-trade.

Squealing Pig’s sponsorship of Brighton & Hove and Leeds Pride will be supported with engaging social content, PR & digital, consumer contests and in-store activity in both cities.