Black Beer Enthusiasts: Their Favorite Brews

Beer is often associated with whiteness in American pop culture, but this image erases the rich history of Black brewers and beer enthusiasts. Historically, beer played a central role in pre-colonial West African religion and social life, and Black people were no strangers to the art of fermentation when they were enslaved and brought to America. Despite this, Black people have often been excluded from the beer industry and drinking spaces, and the dominant image of beer culture remains predominantly white or European. However, this is beginning to change as Black-owned breweries and beer companies, such as Harlem Brewing Company and Sankofa Beer Company, are reclaiming their place in the beer world and challenging stereotypes.

Malt liquor

The term "malt liquor" was first documented in England in 1690 as a general term for both beer and ale. However, in the late 20th century, malt liquor became associated with urban Black communities in the United States. Brewers' use of target marketing to advertise malt liquor primarily to young, inner-city Black males has been controversial due to the drink's higher alcohol content and the perceived vulnerability of the target audience. Critics have objected to the targeting of a demographic that suffers disproportionately from alcohol-related health issues and has poor access to medical care.

Popular brands of malt liquor include Colt 45, St. Ides, Mickey's, Steel Reserve, King Cobra, Olde English 800, and Country Club, among others. These brands have been referenced in hip-hop songs and endorsed by rap stars, further associating them with Black culture.

Hennessy

The brand has a long-standing relationship with African American culture, particularly in the hip-hop community. Hennessy has been referenced in numerous rap songs, including "Hennessy" by 2Pac and "One Dance" by Drake. The brand has also been featured in music videos, such as "Shook Ones (Part II)" by Mobb Deep. Hennessy's association with hip-hop has contributed to its popularity and solidified its place in Black culture.

The connection between Hennessy and the Black community, however, goes beyond its presence in music. Hennessy was one of the first spirit brands to authentically invest in a minority audience, targeting African American consumers as early as the 1950s. The brand placed advertisements in African American magazines like Ebony and Jet, featuring Black models and hiring Black employees. Hennessy also brought on Herb Douglass, a 1942 bronze medal Olympian, as Vice President of Urban Market Development in 1963. Douglass was one of the first African Americans to reach the level of vice president in a major national corporation.

For many in the Black community, Hennessy holds a significant cultural value. It is often present at social gatherings and celebratory events, fostering a sense of community and connection. Hennessy has become intertwined with the Black experience in America, with some referring to it as "the unofficial spirit of Black people."

While Hennessy has profited from its popularity within the Black community, there is also a history of mutual exploitation. Hennessy has actively courted this consumer group for decades, recognizing the immense buying power and brand loyalty of African American consumers. At the same time, the brand has faced criticism for exploiting Black culture for financial gain without necessarily giving back to the community.

Heineken

Over the years, Heineken has expanded its portfolio and now owns a worldwide portfolio of over 170 beer brands, including well-known names such as Tecate, Amstel, and Birra Moretti. Heineken's subsidiaries span the globe, with a presence in Mexico, Jamaica, Haiti, Italy, the UK, Ireland, Belgium, the US, and Ecuador. The company produces a diverse range of beers, including lagers, ales, and cider, and has acquired several craft breweries in recent years.

Budweiser

In 2016, Budweiser was the preferred light beer brand of 21.9% of respondents with an African American background, compared to 20.9% of Asian Americans, 21.3% of Hispanic respondents, and 18.9% of Caucasians. Budweiser has been heavily advertised, with $449 million spent on advertising in the United States alone in 2012, accounting for a third of the company's US marketing budget. Budweiser has also sponsored various sporting events and teams, including NASCAR, the Premier League, and the British Basketball League.

Despite Budweiser's popularity among African Americans, there is a widespread assumption that Black folks do not drink or make beer due to the overwhelmingly white image of beer culture in American pop culture. This assumption erases a much longer, far-reaching narrative of Black brewing and entrepreneurship within the beer industry. For example, in 2013, Sacramento's Annie Johnson became the first woman in 30 years and the first Black brewer to win the American Homebrewers Associations' Homebrewer of the Year award.

The lack of representation and the persistence of stereotypes have likely contributed to the perception that Black people do not drink Budweiser or other beers. However, the data and the stories of individual brewers and entrepreneurs tell a different story, one that challenges assumptions and showcases the diversity and complexity of beer culture in the United States.

Craft beer

One reason for the lack of Black representation in craft beer may be the financial barriers to entry. Opening a craft brewery requires a significant amount of capital, which can be difficult for Black entrepreneurs to secure due to the racial wealth gap and discriminatory lending practices. Additionally, craft beer has often been marketed primarily to white consumers, with many craft breweries located in predominantly white neighborhoods. This has contributed to the perception that craft beer is not for Black drinkers or that they are not welcome in craft beer spaces.

However, there are several Black craft beer enthusiasts, brewers, and business owners who are working to change this perception. For example, Ale Sharpton, a black journalist, consultant, and beer expert, has founded High Gravity Hip Hop, a company that puts on beer festivals marketed towards Black drinkers. Lenox Mercedes, another Black entrepreneur, has also founded a similar company, bridging the gap between the craft beer and hip-hop cultures.

In addition, there are several notable Black-owned breweries that are gaining recognition within the industry. For instance, Annie Johnson became the first Black brewer to win the American Homebrewers Association's Homebrewer of the Year award in 2013. Jon Renthrope founded Cajun Fire Brewing, and Chris Harris started Black Frog Brewery. These individuals are not only creating delicious craft beers but also helping to diversify the industry and make it more inclusive.

Despite these efforts, the craft beer industry still has a long way to go in terms of racial diversity and inclusion. As J. Nikol Jackson-Beckham, the Brewers Association's first-ever Diversity Ambassador, notes, craft beer can play a small part in the solution to racial inequality by actively working to include and celebrate Black individuals and communities. By recognizing and amplifying the contributions of Black brewers and beer enthusiasts, the industry can move towards a more equitable and welcoming space for all.

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