With statewide mandates, reduced on-premise sales, and a constant struggle to stay healthy (and open), it is an understatement to say that craft beverage companies are facing their share of challenges.
It speaks to the character of these organizations – their owners, employees, and customers – that in the middle of once-in-a-century pandemic and the largest challenge to their solvency that many have ever faced, they choose to invest time, money and energy on those who need support more than they do.
On such example is the Black Is Beautiful beer collaborative, the brainchild of Marcus Baskerville, Founder and Head Brewer at Weathered Souls Brewing Co. Cheers to breweries nationwide (and globally) that are participating to raise awareness (and funds) for the injustices that many people of color face daily.
Breweries have embraced this cause for racial justice, not only brewing Black Is Beautiful beer but generating tremendous enthusiasm with their fans. And with more than 1100 breweries generously donating proceeds from the sale of Black Is Beautiful beer to local organizations of their choice, there is enormous potential for meaningful impact. Never before have we seen an industry work collaboratively on this scale to catalyze such needed, overdue change.
We applaud the craft beverage industry and its customers for their mutual support and loyalty, especially in this difficult time. The result in this case is that communities stand to benefit significantly.
This is what we love about this industry. It is full of good people that are working to make the world a better place. At FullColorCoasters.com, we are humble and proud to be a part of this community. Since we don’t brew beer (not well anyways), we are finding other ways to collaborate and have provided more than 20,000 free coasters to participating breweries to help them promote this important initiative. We encourage you to Follow us on Facebook for more resources and to help keep the conversation going.