Blake’s Hard Cider is launching a new flavor that celebrates the LGBT community: Made from semi-sweet Michigan apples Rainbow Seeker cider is infused with pineapple and sage. And you can feel good about drinking it, since proceeds will go toward a $40,000 donation to HRC.

Some 120,000 12oz cans are being produced, available May 1 at Kroger’s in Michigan and Meijer grocery stores across the Midwest. It’ll also be on sale at bars in 19 states in the Midwest and Eastern Seaboard starting April 27. (Check the “cider finder” to find it in your area.)

“We see it as 120,000 great opportunities to encourage people to be kind, support equality and simply be good to one another,” owner Andrew Blake says of the new beverage, which has a 5.5% alcohol content.

Andrew Blake Blake's Hard Cider

Blake’s Hard Cider/Facebook

“This is a fun concept that we can all embrace,” said HRC president Chad Griffin, “yet it comes at a serious moment in time when we are working harder than ever to push back against anti-equality sentiment.”

Indeed, not everyone on social media is loving the new cider, with some criticizing the company’s decision to “get political.”

In a tweet, the company insisted “[we] will continue to fight for what we believe in, which is equality for all.”

Rainbow Seeker is the start of the Blake’s Hard Cider’s “Kinder Cider Series,” which it calls an opportunity “to bring awareness to social, economic, and environmental issues that impact our small community.”

In addition the company will be hosting events during Pride month and National Coming Out Day on October 11.

Jeff Taylor is a North Carolina-based journalist who writes for LGBTQ Nation, Q Notes and other outlets.