The two chatted about the limited amount of gay people within it, and with Hoddeson burnt out from his traditional day job in tech, started the canned cocktail. He thought of creating Gay Water about a year ago while on a vacation with his friend that had got a job within the beverage industry. “Putting a product with the word gay in the title is representation itself,” which he hopes reclaims the word from the negativity it’s sometimes associated with. “We’re creating a brand that creates representation, particularly in spaces where representation is lacking like liquor stores, bars, restaurants and grocery stores,” he said.

It’s also one of the few openly queer-owned alcohol brands, which Hoddeson said sparked him to create because he wanted more representation in the category. The canned cocktail is named after a colloquialism given to the popular mixed drink (vodka and soda) ordered at bars by the gay community. Anheuser-Busch loses top LGBTQ+ rating over its Bud Light response

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