LOS ANGELES (PRWEB) September 03, 2020
Crowns & Hops, the LA-based, Black-owned craft beer brand, has dubbed September 8th as ‘8 Trill Pils Day.’ The day is intended to be an international day of solidarity to drive awareness around racial equity. In partnership with BrewDog, the world’s largest craft brewer, Crowns & Hops will also launch the ‘8 Trill Pils,’ beer in the U.S., U.K. and Germany.
The craft beer industry provides a perfect vantage point for steps needed to create a racially equitable society based on the current lack of diversity in brewery ownership. Crowns & Hops hopes to inspire others to start conversations and take action in their respective industries to drive racial equity and to support Black entrepreneurs. The beer follows the announcement of the ‘8 Trill Pils Fund,’ a $100,000 development fund that will be distributed to help establish more Black-owned breweries.
Crowns & Hops and BrewDog are calling on the craft beer community to do the following on Tuesday, September 8:
- Purchase: Purchase the Crowns & Hops “8 Trill Pils” Pilsner in the U.S., U.K. or Germany. 100 percent of the proceeds from the beer sales of “8 Trill Pils” will be donated to the following organizations in support of achieving racial equity in their respective regions: U.S. – Race Forward, U.K. – Kwanda, Germany – Black, Brown, Berlin. More information about the selected charities is available on 8TrillPils.org. Locate the beer in your region at 8TrillPils.org.
- Post: Post about 8 Trill Pils on all social media platforms using #8TrillPils to drive awareness and ignite conversation around racial equity. Repost from @8TrillPils social channels.
- Push: Push the conversation beyond September 8 and advocate for taking actionable steps towards racial equity in your own industry by downloading and sharing tools from 8TrillPils.org.
The 8 Trill Pils beer will be available for purchase starting September 8 in all locations Crowns & Hops is sold and in BrewDog’s bars and online shops in all three countries.
To further amplify Black voices, the label art for the “8 Trill Pils” cans was designed in collaboration with three artists of color from each country the beer will be sold. Crowns & Hops partnered with Upendo in the U.S., Kingsley Nebechi in the U.K., and Baketown in Germany. More information about the artists and their label designs is available on 8TrillPils.org.
Per the overarching initiative, the beer is named after a statistic from the Business Case for Racial Equity—a W.K. Kellogg Foundation study, which revealed that the U.S. stands to realize a staggering $8 trillion gain in GDP by closing the racial equity gap by 2050. The report states that by closing the gap in the major ‘pillars’ of productivity—Healthcare, Education, Criminal Justice, Housing and Employment/Entrepreneurship—society can start to realize a substantial impact.
“Throughout the development of this initiative, we worked closely with the W.K. Kellogg Foundation to identify the resources used to achieve racial equity,” said Teo Hunter, Co-founder of Crowns & Hops. “We want to ensure the funds raised will benefit organizations that are actively pushing to eliminate disparities in areas that affect quality of life and productivity.”
In April of 2018, Crowns & Hops’ relationship with BrewDog first began when they were recipients of the BrewDog Development Fund. BrewDog’s belief in expanding the love for craft beer was equal to Hunter and Ashburn’s vision for driving diversity. The two brands reconnected for this very important initiative to drive awareness around racial equity and amplifying Black entrepreneurs in craft beer.
James Watt, co-founder of BrewDog commented: “Racial inequity is everywhere and one way for BrewDog to help make an impact is to use our voice and our channels to put a spotlight on what our friends at Crowns & Hops are doing to drive change in our industry. We know the craft beer community is strong—and with the launch of the 8 Trill Pils beer, we’re making it easy for people to get involved by doing something they love: drinking beer.”
To purchase the 8 Trill Pils beer, download social assets or learn more about racial equity and how to get involved with The 8 Trill Pils Initiative, please visit 8TrillPils.org. For more information and updates check out the Crowns & Hops social media channels: @crownsandhops (Instagram, Twitter and Facebook).
About Crowns & Hops
In 6-years, Co-Founders Teo Hunter & Beny Ashburn have become the leaders and voice of a craft beer movement bringing much needed diversity and inclusion to the industry. Hunter & Ashburn disrupted the status quo of the craft beer industry, and built a brand that is bigger than beer. Through their global social movement #BlackPeopleLoveBeer & #BrownPeopleLoveBeer, they have been able to galvanize the voice of People of Color in craft beer. Crowns & Hops Brewery Co. will be the first Black-owned brewery in Inglewood, CA, a few short miles from the new Rams/Chargers Stadium.
Their mission is to create spaces that are community centric driving diversity, racial equity, economic growth and influencing inclusion. Through curated events, content and fashion, Crowns & Hops Brewing Co. is the first ever craft beer brand that bridges lifestyle, communities of color, “dope” culture and craft beer. Welcome to The New Now of craft beer.
Since 2007 BrewDog has been on a mission to make other people as passionate about great craft beer as we are. From the Headliner series, which includes bold, uncompromising pack leaders like the flagship Punk IPA, to the Amplified range (beer, but turned up to 11), BrewDog brews beer that blows people’s minds and has kick-started a revolution.
Co-founders James Watt and Martin Dickie shook up the business world in 2010 with the launch of pioneering crowdfunding initiative Equity for Punks, an initiative that has seen the company raise £73m over six rounds, with their latest round open until April 2020.
The funds and the community of Equity Punk shareholders (135,000) has enabled the Scottish craft brewery to scale up without selling out. With over 102 bars across the globe, export into 60 countries, and a brewery in Ohio that launched in 2017, BrewDog continues to take the craft beer revolution stratospheric, while continuing to push the boundaries, invest in people, put the beer first, and champion other small breweries in its venues.
For more information, please contact: Press@crownsandhops.com