If you’ve ever kicked back with a Northern Monk, Elvis Juice, or Dead Pony, then you’ll be familiar with the delicious taste of craft beer.
Yet while small or independent breweries focus on flavour rather than big bucks, the industry is often criticised for its lack of diversity, targeting white middle-class males.
But now, it’s cheers to inclusivity as a new range of drinks will see all profits gifted to black, Asian and LGBTQ+ brewers to help support their businesses.
The colourful, eye-candy cans are kitsch enough to catch any liquor enthusiast’s heart with bright pinks, yellows, and purples putting shade on the likes of Stella and Beck’s branding.
Let’s rewind a little…
It’s all thanks to Cloudwater Brew Co, a Manchester-based brewery, launching the initiative to give profits to four microbreweries run by people from underrepresented communities.
The lucky quartet include Rock Leopard in south east London and Eko Brewery, based in the UK while inspired by Africa, which are both owned by black people.
In addition to them, Good Karma, an alcohol-free brewery with Indian roots, and Queer Brewing, run by transgender and gay brewers, will also benefit from the booze-meets-culture project.
Cloudwater co-founder, Paul Jones, is the man behind the mission having enticed craft beer kings Brewdog to create the four-pack ready to hit the Tesco shelves for a tenner.
Paul said: “It’s become a mantra for me that our privilege ought to become a platform.
“If we use our wonderful, highly accoladed position in the industry only to further ourselves and our own company interests, that seems a bit of a low aim.”
He added: “And I love nothing more than aiming really high!”
Meanwhile, Queer Brewing founder Lily Waite said she is thrilled that their beer – and especially its name – is poised to hit a big chain supermarket.
Lily said: “We can’t be 100% certain, but we’re pretty sure this is the first time the word ‘queer’ has graced the shelves of a major retailer. The potential for representation is incredible.”
We for one can’t wait to get our hands on a pack.