n the world of canned cocktails, one brand is boldly stepping forward to proudly display who it’s for, rather than backing away from supporting the LGBTQ+ community like some companies have done recently. Meet Gay Water, a brightly colored canned vodka and soda beverage that aims to be the antithesis of brands that shy away from inclusivity.

Spencer Hoddeson, the creator of Gay Water and a gay man himself, noticed that certain brands missed the mark when it came to understanding their core audience, leading to controversy and criticism. He believed that communication and representation were key, so he set out to create a canned cocktail that celebrates and represents the LGBTQ+ community.

Named after a colloquialism used within the gay community for a popular mixed drink (vodka and soda), Gay Water is more than just a beverage. It is one of the few openly queer-owned alcohol brands, designed to create representation in spaces where it is lacking, such as liquor stores, bars, restaurants, and grocery stores.

Hoddeson wanted to reclaim the word “gay” from any negative associations and showcase it as a term of pride and inclusivity. Inspired by ’90s Nickelodeon shows and pop art, he worked with a queer designer to create colorful and eye-catching packaging for Gay Water.

The brand’s mission goes beyond just appealing to the LGBTQ+ community; it aims to be as inclusive as possible, welcoming allies and straight individuals into the community they are building. Hoddeson emphasizes that “gay” is an umbrella term, and the brand is all about celebrating diversity and acceptance.

Gay Water’s online presence is strong, with Hoddeson building a significant following on TikTok and Instagram during Covid-19. He used some of the money from this online presence, along with support from friends and family, to fund the creation of the canned cocktail.

At launch, Gay Water offers four sugar-free flavors: watermelon, lime, peach, and grapefruit. While the spiked seltzer trend might have cooled off, spirit-based drinks, like High Noon, have been gaining popularity, creating an ideal opportunity for Gay Water to make its mark.

The canned cocktail market has seen tremendous growth, with sales of premixed cocktails surging about 36% last year, amounting to a $2.2 billion industry. Despite competing with well-established brands, Gay Water’s unique approach to inclusivity and representation sets it apart.

While Gay Water may not have the same financial resources as its competitors, its vision of offering a cultural and emotional connection to the LGBTQ+ community makes it an exciting and refreshing addition to the space. In a top-heavy category, niches can be carved out, much like in the world of craft beer.

Gay Water is not alone in using the word “gay” to reach the queer community; brands like Gay Beer and So Gay Rosé are also striving to offer an alternative in a straight-dominated space. Hoddeson emphasizes that brands should embrace their queer customers and approach them in an authentic and meaningful way.

In a sea of canned cocktails, Gay Water is making waves and standing out with its commitment to representation, inclusivity, and celebration. Whether you’re part of the LGBTQ+ community or an ally, raising a can of Gay Water signifies more than just enjoying a drink; it symbolizes support for a brand that values diversity and seeks to create a more inclusive world. So, next time you reach for a canned cocktail, consider joining the movement and embracing the vibrancy and pride of Gay Water. Cheers to celebrating uniqueness and coming together as a community!