Rockstar Energy Drinks was coming under increasing pressure by LGBT activists and others who were concerned about the alleged connection between the company and racist, homophobic, right-wing radio personality Michael Savage.
The company has reached out to the LGBT community to improve it's image and prove that they are not connected with nor subscribe to his anti-gay views.
In a press release it was announced that:
"It has recently come to ROCKSTAR’s attention that there might be a misconception about our company’s policy and my personal support for LGBT rights,” said Weiner. “We apologize for that misunderstanding, and want to make clear today that our company fully supports our LGBT employees and our LGBT customers.”The company will contribute $100,000 to several prominent queer organizations including the Gay and Lesbian Community Center of Southern Nevada, the Gay, Lesbian and Straight Education Network (GLSEN), and The Trevor Project, and ROCKSTAR Energy Drink will also financially sponsor the National LGBT Bloggers Initiative.
"Some have erroneously associated our company with offensive language directed at LGBT people, specifically statements coming from Michael Savage, who is not and has never been a shareholder or officer of ROCKSTAR Energy Drink. On behalf of our company and directors, including myself and CFO Janet Weiner, I would like to take this opportunity to disavow any offensive statements directed toward LGBT people, including statements from Michael Savage. ROCKSTAR assures our customers and the general public that our brand will never be associated with any language that does not affirm the essential dignity of every person in our diverse national community"(Change).
Rockstar will institute protections for employees on the basis of sexual orientation and gender identity. They also are including these issues in their diversity training, and will offer support and resources to those interested in starting an LGBT group for employees.
We applaud this move by Rockstar to support their LGBT employees and customers and encourage people to contact them to show support for this decision.
Director of Corporate Relations, ROCKSTAR Energy Drink