Do You Proud

The BC Liquor Distribution Branch (LDB) is committed to being an inclusive employer representative of the people of British Columbia. We want our employees, customers, and our communities to know that we stand for equity, and we are committed to creating safer, more inclusive environments for all.

The LDB's annual Do You Proud campaign, in celebration of Pride, tells the stories of the people who make up our community and celebrates the ways they do their communities proud. Throughout the month of June, these stories are featured throughout all of our BCLIQUOR (BCL) stores, BC Cannabis Stores (BCCS), distribution centres, as well as Head Office.

Do You Proud is one of the core campaigns of Multiply the Good — our corporate impact platform uniting the LDB's social impact campaigns and environmental initiatives. The Do You Proud campaign most notably contributes to Multiply the Good's PEOPLE and COMMUNITIES pillars — specifically in building a diverse, equitable, and inclusive work culture, where all employees are supported to reach their full potential, and in improving the lives of equity deserving groups in the communities we serve.

Support QMUNITY

From June 1 to June 30, 2025, BCL and BCCS are raising funds in support of QMUNITY, B.C.'s 2SLGBTQIA+ resource centre.

QMUNITY is a non-profit that supports queer, trans, and Two-Spirit people throughout British Columbia. Donations go directly to their programs, particularly increasing access to their mental health and support services for at-risk youth.

Together, our customers and stores have raised over $152,000 for QMUNITY to date.

Donations are also welcomed year-round at QMUNITY's website.

Do You Proud stories 

Below are stories of some of the people who make up our community, including both members of the 2SLGBTQIA+ community and allies.

Click on the photos below to find out what 'doing proud' means to them!