Evolving its presence in the gay market with this ad celebrating openly gay Olympic athlete Bruce Hayes, Coors began with an ad in gay media in 1997, and soon after added its own gay-specific ads as well.
Coors is still working to repair years of damage from a gay boycott -- even though it denied it would even initiate gay marketing while rivals Anheuser-Busch and Miller pursued the market.
Beer companies are well represented in The Commercial Closet, largely due to an effort in the mid-1990s to pull away from the industry's longterm sexist advertising themes that objectified women. Such commercials were summed up by the Swedish Bikini Team ads from Stroh Brewing Co. for Old Milwaukee. Looking for new material to mine, brewers began extensively playing with gay and transgender themes in their advertising. However, because beer drinkers are stereotypically macho, the tone of many of the ads were more negative.