The dramatic black-background can, decorated with a barley-and-hops design in the colours of the diversity rainbow, makes a proud statement of support for the LGBTQI+ movement while aiming to grab consumer attention.

This statement of pride is not just an aesthetic one: R for Diversity donates a portion of its profits to causes which pursue equality and promote acceptance across the continuum of sexual and gender expression. The company, based near Nice in the south of France, was founded by Daniel Tristant, who says: “R for Diversity is an ethical brand with strong values such as peace, harmony, and tolerance. I wanted to create a different, colourful, festive product that draws people together by celebrating the full spectrum of who we are.”

“Sometimes the big brands come to events and use the rainbow to pay lip-service to diversity, but never really get engaged. We got a bit tired of seeing that,” says Daniel. “Not only are we making a genuine commitment by donating part of our profits, we worked hard to incorporate the rainbow into a really beautiful design, to reclaim its original meaning and promote the true beauty that lies in diversity. It wasn’t easy to achieve, but the resulting beverage can is exactly what we wanted.”

Heike Sroka, HR Director of Ardagh Group’s European Metal Beverage division says: “We support Daniel’s message of acceptance and celebration 100%. We love that R for Diversity beer is dedicated to everyone, no matter what your gender, sexual orientation or conviction, and as a global company that welcomes and values a large and diverse workforce, we’re completely inspired by this sensational can.”

R for Diversity is available in 33cl format, with a 50cl size forthcoming, in an increasing number of bars and retailers in Nice, Perpignan, Paris, Lyon, Grenoble and Gran Canaria. The company plans to expand across European markets through 2021.