At a time when many companies are pulling back from public diversity and inclusion commitments in the United States, Treasury Wine Estates (TWE) has announced a two-year partnership with San Francisco Pride.

TWE’s Squealing Pig will be the event’s official wine sponsor for 2025 and 2026.

The event, which will take place from 28-29 June 2025, is the largest LGBTQ+ parade in the world, attracting millions of spectators and participants from across the globe.

The partnership including a wine lounge in front of City Hall both days of the Pride Celebration for festivalgoers to experience Squealing Pig’s wines throughout the weekend.

“Squealing Pig is all about having fun, bringing a playful, optimistic, and inclusive spirit to wine, so San Francisco Pride is the perfect place to see that come to life,” said Sarah Bakx, President, BOLD Brands, a division of TWE.

“We are thrilled for Squealing Pig to be part of the vibrant celebration of individuality and self-expression that Pride represents—it is everything our brand stands for.”

TWE’s commitment to uplifting and empowering these voices is longstanding. Squealing Pig was the official wine sponsor of San Francisco Pride’s “Pride for Breakfast” in 2024 and the official wine supplier for the Sydney Gay and Lesbian Mardi Gras for 2022-2024 and Sydney WorldPride in 2023. In 2023.

The brand also ran an out-of-home advertising campaign titled “Summer of Love,” in conjunction with Manchester Pride in the UK.

“Celebrating diversity and uplifting voices is more important than ever, and we are proud to bring Treasury Wine Estates’ values to life through our dynamic Squealing Pig brand as an official sponsor of San Francisco Pride,” said Elise Spangenberg, SVP, People and Culture at Treasury Americas, a division of TWE.

“We are deeply committed to reinvesting in the communities we call home, and it is an honor to support a movement with a powerful legacy, one that reflects who we are, right in our own backyard.”

TWE said diversity, equity, and inclusion were central to the it’s internal set of core values, exemplified by its TWE “DNA”: Bring Your Whole Self to Work, Deliver Together, and Be Courageous.

The philosophy is put into practice through its global pride employee resource group, TWE Pride, which champions an inclusive environment for the LGBTQIA+ community and allies, along with sustainability goals, such as the Brighter Future Initiative.

“At San Francisco Pride, we welcome partners who share our commitment to inclusion, joy, and self-expression,” said Suzanne Ford, Executive Director of San Francisco Pride.

“We are proud to team up with Treasury Wine Estates and Squealing Pig, brands that celebrate individuality and invest in meaningful community impact. Together, we are creating space for everyone to show up as their authentic selves and feel truly celebrated.”