A local wine company has returned to the fold as a sponsor of the San Francisco Pride parade and celebration. According to SF Pride, La Crema said March 19 that it would be a sponsor again this year; the company maintains it never withdrew.
The Bay Area Reporter noted in a previous story that La Crema was one of four companies that have dropped their sponsorships this year, and that was confirmed by SF Pride Executive Director Suzanne Ford. The others are Comcast, Anheuser-Busch, and Diageo, an alcoholic beverage company that makes popular brands such as Johnny Walker.
But that changed on Wednesday, Ford, a transgender woman, told the Bay Area Reporter in a brief phone call March 20. SF Pride also issued a statement attributed to Ford.
"About a month ago, we were initially informed that La Crema would not be participating in our event this year, which was disappointing." Ford stated. "We called them to try to get them to reconsider and we were told that we could put in a request for donated wine.
"However, yesterday, La Crema indicated they would be returning as a sponsor," Ford added. "We're working with their team on details and hope to have something signed soon. We are incredibly grateful for their renewed support and their commitment to finding a meaningful way to partner with us!"
A La Crema spokesperson had a slightly different take and maintained the company had not withdrawn as a sponsor.
"La Crema has not withdrawn from San Francisco Pride and remains a proud partner," stated Janel Lubanski, PR director for La Crema. "We will be present at the celebration in June and will continue to support this important organization. La Crema has been a steadfast supporter of the LGBTQ+ community for decades and our values have not changed."
The B.A.R. asked Lubanski about the fact that earlier this week, Ford had confirmed that La Crema would not be a sponsor. But Lubanski denied that.
"At no point did we back out of participation at SF Pride," Lubanski stated. "The change to our participation this year from last year is that we won't have our larger mobile tasting room on site, as it will be on the East Coast for WorldPride D.C. and logistically we can't get it back in time for SF, but La Crema will still be sampling wine for attendees and La Crema wines will be available for purchase at concessions.
"La Crema is also set to be the official wine sponsor of the Threads of Pride Fashion Show on Tuesday, June 24, and the Pride Party at City Hall on Sunday, June 29," Lubanski added.
La Crema wines are popular with the community. The company was founded in Sonoma County in 1979, according to its website, and showcases wines from California and Oregon. It is owned by Jackson Family Wines, which acquired the company in 1993.
La Crema's participation in SF Pride is good news for Ford and the SF Pride board, which have been reeling from the exodus of several sponsors, some attributed to changes in their diversity, equity, and inclusion policies in the wake of President Donald Trump's attacks on DEI that have rippled across corporate America, universities, and the federal government.
Prior to La Crema returning, Ford had said the dropped sponsorships were worth about $300,000 for SF Pride, which needs to raise about $1.2 million for the June 28-29 parade and festival. This year's theme is "Queer Joy is Resistance."
Admission to SF Pride is free, though Ford previously said that people are welcome to donate to the organization online at sfpride.org.
Gay state Senator Scott Wiener (D-San Francisco) has also come to the aid of SF Pride. In an email to constituents March 18, he encouraged people to donate to the organization.
"The parade and festival that unites nearly a million people each June – an event that is not just a cultural landmark, but a major economic driver for our city – is experiencing a big financial setback," Wiener wrote.
"Why? Because a wave of anti-LGBTQ rhetoric, fueled by the Trump administration's relentless assault on LGBTQ people, is pushing corporations to abandon us. Major corporations have withdrawn from the San Francisco Pride Parade in response to Trump's bullying," he added.
The B.A.R. previously reported that Meta, which owns Facebook, Instagram, Threads, and WhatsApp, won't be returning as a sponsor this year. Still uncertain are sponsorships from other tech companies, including Google, Amazon, and Apple, as well as retailer Target.
An Amazon spokesperson told the B.A.R. March 17 they are looking into the Pride sponsorship matter.
Google, Apple, Target, and Comcast did not return requests for comment.
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