Blake’s launches new cider to benefit LGBTQ group

Melody Baetens
The Detroit News

Blake’s Hard Cider’s had social justice in mind when releasing their new tropical cider Rainbow Seeker.

Proceeds from Blake’s Rainbow Seeker will fund a $40,000 donation to Human Rights Campaign.

Made with Michigan-grown apples and infused with pineapple and a hint of sage, the gluten-free cider will raise money for the Human Rights Campaign. After it arrives in stores in May, a “sizable portion” of proceeds will be donated to the LGBTQ civil rights organization.

The new cider label will fund a $40,000 donation from Blake’s to HRC to advance civil rights and equality programs. It’s the first release in Blake’s new “Kinder Cider Series,” which aims to bring awareness to social and environmental issues.

“Rainbow Seeker is the first installment in what I believe is a kinder cider platform for Blake’s,” said owner and founder of Blake’s Hard Cider Andrew Blake in a press release. “Our brand has grown quickly, and with that evolution comes opportunity to make a difference and to bring awareness to social and environmental issues that have great personal and communal meaning. As with everything we do at Blake’s, we’ll do what we believe is right.”

Blake's grandparents started the Armada, apple orchard in the 1940s. The hard cider company will produce 120,000 12-ounce cans and distribute them to the 19 states within Blake’s distribution footprint. Find it locally at Meijer and Kroger. The all-natural cider has 5.5 percent alcohol by volume and sells for $10.99-$11.99 per six pack.

“We are grateful to Andrew and the Blake’s team for their generous support of LGBTQ equality,” said HRC President Chad Griffin in the release. “This is a fun concept that we can all embrace, yet it comes at a serious moment in time when we are working harder than ever to push back against anti-equality sentiment.”

Founded in 1980, HRC is the largest LGBTQ civil rights advocacy group.

Twitter: @melodybaetens