How woke is Seattle Cider?

Introduction

Seattle Cider Company has gained recognition for its commitment to progressive causes and aligning its brand with social justice initiatives. Based in the Pacific Northwest, Seattle Cider promotes an inclusive and diverse image, frequently engaging in causes supporting LGBTQ+ rights, diversity, and environmental sustainability. Their efforts to prioritise social activism are evident in their marketing and community outreach initiatives. 

This review delves into Seattle Cider’s financial contributions, DEI (Diversity, Equity, and Inclusion) policies, support for LGBTQ+ initiatives, and their broader social justice branding efforts.

Financial Contributions to Progressive Causes  

Seattle Cider supports LGBTQ+ causes. During Pride Month, they released “Love Light” cider, donating proceeds to local LGBTQ+ organisations. This product release was a celebration of Pride and a reflection of their commitment to inclusivity. 

As noted by Brewpublic, “Seattle Cider celebrated Pride with its ‘Love Light’ cider release, where a portion of the proceeds supported local LGBTQ+ organisations”. This demonstrates their genuine commitment to inclusivity. 

While exact details about their political donations are unavailable, their public campaigns and partnerships suggest strong alignment with progressive and social justice movements.

Prioritisation of DEI Policies  

Seattle Cider demonstrates a significant emphasis on DEI through both its hiring practices and corporate culture. Their leadership team, particularly General Manager Scott Katsma, has been instrumental in pushing forward Seattle Cider’s involvement in the American Cider Association’s (ACA) diversity scholarship programs. 

These programs aim to provide opportunities for underrepresented groups in the cider industry, underscoring the company’s dedication to fostering inclusivity and diversity.

Mandatory Training Sessions  

While there is no direct information about Seattle Cider requiring DEI or unconscious bias training for its employees, the company’s proactive stance on social justice and DEI strongly suggests that such practices could be in place or under consideration.

Support for LGBTQ+ Initiatives  

Seattle Cider’s support for LGBTQ+ causes is one of the brand’s most visible social justice efforts. Their consistent participation in Pride events, including financial contributions and themed product releases, showcases their commitment to fostering inclusivity. 

For instance, their “Love Light” cider, launched during Pride Month, symbolises their dedication to the LGBTQ+ community. According to Cider Culture, “Seattle Cider’s continuous support for the LGBTQ+ community, including its participation in Pride events and the release of ‘Love Light’ cider, solidifies its long-standing commitment to fostering inclusivity in the industry”. 

This initiative is not just a one-time gesture; Seattle Cider’s involvement extends to year-round LGBTQ+ support, making them a key player.

Marketing and Branding  

Seattle Cider Company’s marketing campaigns align with progressive causes, emphasising inclusivity and sustainability. Its rebranding efforts, including the grand reopening of its Seattle Taproom in 2024, were promoted with messaging centred around community and environmental responsibility. This aligns with the company’s broader goal of being seen as a socially and environmentally conscious brand. 

Their marketing strategy is also tied to new product offerings, such as their “Light Cider,” which they claim is a healthier, more environmentally friendly option. Brewbound noted, “Seattle Cider Co. is carving out a new category with its ‘Light Cider,’ aiming to offer a healthier, environmentally friendly option while focusing on community and inclusivity.” By positioning itself as eco-conscious and socially responsible, Seattle Cider connects with a younger, more progressive audience that values brands with a strong ethical stance. 

Conclusion  

Seattle Cider Company stands out as a brand deeply entrenched in woke culture. From their financial contributions to LGBTQ+ causes to their emphasis on DEI, the company consistently aligns itself with progressive values. 

While this can appeal to a particular audience, there are notable concerns about whether these policies prioritise social activism over traditional business principles, such as merit-based hiring. Additionally, their heavy use of woke language and marketing themes may alienate consumers who prefer companies that remain neutral on social justice issues.