“It’s a call to breweries within the United States to participate in a collaborative effort. They would brew a stout, [then] release 100% of those proceeds to local organizations, charities, foundations that support equality, inclusion and social justice reform,” he says.
With that high-minded genesis, Baskerville thought it would have limited appeal among his fellow brewers. But at last count, nearly 1,200 breweries in all states are making Black is Beautiful, as well as brewers in 22 different countries, such as Japan, China, Germany, Guatemala and Rwanda.
And Walmart recently announced that it is selling Black is Beautiful beer in 300 stores nationwide.
When Baskerville launched his concept a year ago, he also wondered how it would go over with craft beer drinkers. After all, a recent academic book titled Beer and Racism, states “…craft beer seems fundamentally brewed by, owned by, catered to, distributed by, advertised to, bought by, discussed by, and consumed by white men.”
“I mean, you look at my customer base and let’s be honest,” Baskerville says, “it’s mostly middle-aged Caucasian males. So you’re starting a platform called Black is Beautiful and it’s like, OK, you want to do it within a strategic point to not upset your customer base.”
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SOURCE: NPR, John Burnett