Craft Beer Culture: Black Preferences And Tastes

Black Americans' drinking preferences have been a topic of discussion and research, with some sources suggesting that Black Americans are less likely to consume alcohol than their white counterparts. A 2013 survey by the U.S. Department of Health and Human Services found that 57% of whites reported current alcohol use, compared to 43% for African Americans. This trend may be influenced by historical and cultural factors, economic disparities, and regional preferences.

When it comes to beer specifically, there is a perception that Black Americans prefer lighter beers or malt liquor. In a 2016 survey, 21.9% of African American respondents chose Bud Light as their preferred light beer brand. Additionally, Black-owned breweries and craft beer companies are less common, which may be due to various economic and societal barriers. However, it's important to note that drinking preferences vary among individuals, and generalizations about specific racial groups may overlook important nuances.

Black people and craft beer

The assumption that Black people do not drink or make beer is widespread. However, this notion erases a rich history of Black brewing and entrepreneurship within the beer industry. This article will explore the complex relationship between Black people and craft beer, considering economic, social, regional, and cultural factors that influence drinking preferences and participation in the brewing industry.

History of Black Brewing

The history of Black brewing extends back to pre-colonial West Africa, where beer occupied a central role in religious and social life. Enslaved Africans brought their brewing skills and knowledge of fermentation to America, and some even worked as master brewers. However, the dominant image of beer culture in the country has largely excluded or erased this contribution, instead associating beer with European cultures such as German Oktoberfest and English pubs.

Contemporary Landscape

The craft beer industry in America is predominantly white, from the brewers and owners to the clientele. This whiteness of craft beer culture has been attributed to various factors, including racism, economic disparities, and cultural differences. Black-owned breweries are rare, and Black consumers are significantly less likely to drink craft beer. According to a 2014 Nielsen survey, only 3.7% of craft beer consumption was attributed to Black people.

Economic Factors

Economic factors play a significant role in the drinking preferences of Black Americans. Craft beer tends to be more expensive than mainstream beers, and with lower average incomes, it is understandable that some Black consumers opt for more affordable options. Additionally, the racial wealth gap and discrimination in business lending practices create significant barriers for aspiring Black brewers.

Social and Cultural Factors

Social and cultural norms also influence the relationship between Black people and craft beer. Alcohol consumption may be viewed negatively within the Black community, sometimes associated with a stigma or considered incompatible with religious values. Regional differences also come into play, with Southerners, regardless of race, tending to prefer lighter beers due to the hotter climate.

While Black people have historically been underrepresented in the craft beer industry as both consumers and brewers, this complex relationship is shaped by a multitude of factors. Addressing the racial disparities and creating a more inclusive and accessible craft beer culture requires acknowledging and understanding these diverse influences.

Black brewers in America

The image of beer culture in the United States is overwhelmingly white, but this discounts the Black brewers and entrepreneurs who are very much a part of the beer game. Black Americans have a long history with beer, and there are a number of Black-owned breweries across the country.

History

The ancestors of African Americans were fermenters and brewers, and beer played a central role in pre-colonial West African religion and social life. This tradition continued after Africans were stolen and brought to Colonial America. Enslaved Africans and African Caribbeans brewed beer, cultivated hops, and were involved in the brewing process.

However, as German immigration to the United States increased in the 19th century, African Americans began to be shut out of the brewing process and the industry. German immigrants populated the beer trade and brought with them a beer culture that changed the way beer was made and consumed. As a result, African Americans were excluded from employment and breweries, and faced discrimination in beer gardens and saloons.

Present Day

Today, Black-owned breweries make up less than 1% of the nearly 8,500 craft breweries in the United States. Notable Black-owned breweries include:

• Green Bench Brewing Co. in St. Petersburg, Florida
• Weathered Souls Brewing Co. in San Antonio, Texas
• Crowns & Hops Brewing Co. in Inglewood, California
• Four City Brewing Company in Orange, New Jersey
• Harlem Brewing Company in Harlem, New York
• Urban Roots Brewing in Sacramento, California
• Rhythm Brewing Co. in New Haven, Connecticut
• Métier Brewing Company in Woodinville, Washington
• Hella Coastal in Oakland, California
• 18th St Brewery in Gary, Hammond, and Indianapolis, Indiana
• Cajun Fire in New Orleans, Louisiana

Challenges

The lack of diversity in the craft beer industry can be attributed to various economic, social, regional, and cultural reasons, as well as racism and years of systematic oppression. Black Americans face challenges in business development and expansion, and it is more difficult for them to obtain business loans. There is also a stigma around alcohol consumption in the Black community, and Black Americans drink less alcohol than white Americans.

Initiatives

Initiatives like Black is Beautiful, 8TrillPils, and the Michael Jackson Foundation for Brewing & Distilling are working to raise awareness, bring education, and empower the Black beer community. In May 2023, the National Black Brewers Association (NB2A) was formed to promote the Black brewing community, increase education and awareness of Black brewing history, and work to increase the number of African Americans in the brewing industry.

Black Americans' alcohol consumption

Black Americans Alcohol Consumption

In the United States, Black Americans make up around 13% of the population. Despite being an ethnic minority, Black Americans struggle with substance abuse and problems related to alcohol and drugs at high rates. In fact, nearly one-quarter of all public substance abuse treatment admissions in 2008 were Black Americans.

Alcohol Consumption and Abuse

Black Americans tend to drink less, start drinking later, and abuse alcohol less frequently than other races and cultures. However, they suffer from more negative consequences of alcohol use, including more injuries, illnesses, and negative social consequences.

According to a 2013 survey, approximately 43.5% of Black American adults (aged 12 and older) drank alcohol, and 7.4% struggled with alcohol addiction. In 2014, 20% of the Black community binge drank in the prior month, which is below the national average of 23%. Underage drinking is also less common in the Black community, with 8.5% of Black youths between the ages of 12 and 20 reporting drinking alcohol in the prior month, compared to a national average of 13.8%.

Factors Contributing to Alcohol Problems

There are several factors that may explain why members of the Black community are more likely to struggle with problems related to alcohol than other ethnic minorities, even though they tend to drink less.

Social Acceptance

Drinking may not be as socially acceptable in Black American cultures, and these communities often have strong religious and spiritual components that may frown upon drinking.

Racial Discrimination

Black individuals also face quite a bit of stress due to racial discrimination and may be more likely to suffer legal or criminal consequences when drinking in public than other races due to the color of their skin. Close to 60% of the US prison population is Black American.

Socioeconomic Factors

Black Americans more commonly live in poverty, have less education, and are more likely to be unemployed than European Americans. Young Black men who are economically disadvantaged have the most problems with alcohol and problematic drinking within this demographic.

Alcohol Availability

Black American neighborhoods may have a higher density of establishments selling alcohol within their borders, thereby increasing access to it.

Media Portrayal

Media portrayal of young and famous Black individuals drinking alcohol and experiencing supposed positive effects may influence young people within Black communities to drink as well.

Heightened Effects of Alcohol

Black Americans may potentially experience heightened effects of alcohol when drinking less. This means that even when drinking the same amount, or even less, than someone of a different ethnicity, Black Americans may become intoxicated faster and experience added negative side effects of alcohol more quickly.

Treatment Considerations

Increasing access to treatment in disadvantaged neighborhoods and stepping up preventative measures in schools and Black communities can educate the public regarding the potential dangers of alcohol abuse.

Within Black American families, religion and spirituality often play a large role in healthy outcomes. Treatment programs that are sensitive to this, and understand how to strengthen a person’s spiritual connection may improve the individual’s overall health and sense of wellbeing.

Treatment providers who understand and can relate to the sociocultural and inner workings of the Black American community, and the positive role that spirituality can play in healing pain related to oppression and racism, can be intrinsically valuable to recovery efforts. Treatment programs that cater specifically to the Black community can provide relevant care for this racial and cultural demographic.

Black Americans may initially enter into an alcohol abuse treatment program through the court system. Legal pressures can be just as successful as internal motivation in making positive changes. Generally speaking, the longer a person remains in a treatment program, the better the results.

Behavioral therapies, including Motivational Interviewing (MI), can help individuals to find and develop internal motivation to make positive life changes and also to accept themselves for who they are. Therapies can address self-esteem levels, and teach stress management and coping mechanisms for handling triggers and positively modifying negative and destructive thoughts.

Aftercare, family, and community support programs are beneficial after completion of an alcohol abuse treatment program. They can provide continuous and ongoing support to reduce relapse and sustain recovery.

Black Americans' disposable income

Disposable income among Black Americans has increased significantly since the 1960s, with collective net income exceeding $1 trillion annually as of 2013. This economic power has led to marketing campaigns aimed at this demographic, which was previously ignored in the American marketplace. However, despite this increase in spending power, there has been a decline in Black-owned businesses and economic autonomy.

In terms of beer consumption, there are various factors that influence the drinking habits of Black Americans. Firstly, craft beer, which tends to be more expensive, is less popular among Black Americans due to economic reasons. A regular six-pack of craft beer can cost around $20, which may be less appealing to those with lower disposable incomes. Additionally, Black Americans have historically faced barriers when attempting business development and expansion in the brewing industry due to racism and systematic oppression. This has resulted in a lack of Black-owned breweries, further contributing to lower craft beer consumption.

Regional factors also play a role, with people in the South, including older Black Americans, preferring lighter beers due to the warmer climate. Beers like Budweiser, Miller, and Coors are commonly consumed in this region. Cultural and social factors come into play as well. Alcohol consumption may be viewed negatively in some Black communities, with a stigma associated with drinking.

When it comes to brand preferences, a 2016 survey found that 21.9% of African American respondents preferred Bud Light as their light beer brand of choice. This percentage was higher than that of Asian Americans (20.9%), Hispanics (21.3%), and Caucasians (18.9%).

Black Americans' alcohol preferences

Black Americans' preferences for alcoholic beverages are varied, and there are several factors that influence their choices. While there is no definitive answer to the question of which beer Black Americans prefer, a range of factors can provide insights into their drinking habits and preferences.

Economic Factors

Black Americans have historically faced systemic racism and oppression, which has impacted their economic status and access to business opportunities. This has resulted in lower incomes compared to their white counterparts, which may influence their alcohol consumption patterns. Craft beer, for example, tends to be more expensive, and Black Americans may opt for more affordable options or choose to spend their limited disposable income on other priorities.

Regional and Cultural Factors

Regional and cultural factors also play a role in Black Americans' alcohol preferences. Historically, beer gardens and saloons played a significant role in American drinking culture. However, segregation and discriminatory practices in these establishments often excluded Black consumers, who were not afforded the same leisure spaces as European Americans or white Americans. As a result, Black drinking culture developed separately and was often centred around private spaces and special occasions, such as cookouts, crab feasts, and family reunions.

Additionally, the perception of alcohol within the Black community, particularly the influence of the Black church, has also shaped drinking habits. Alcohol consumption may be viewed negatively or stigmatised, further influencing the types and amounts of alcohol consumed.

Racial Stereotypes and Marketing

The image of beer culture in the United States has long been associated with whiteness, and racial stereotypes have contributed to this perception. Beer advertising and marketing have often catered to white audiences, with macrobreweries neglecting to target Black demographics effectively. As a result, the drinking preferences of Black Americans may be influenced by the limited options presented to them.

Health and Social Factors

Health considerations and social factors also come into play. According to surveys, Black Americans drink less alcohol than white Americans, and they spend less money on alcohol annually. This could be due to a combination of economic constraints and cultural norms within the Black community that promote abstinence or moderate drinking patterns.

Brand Preferences

While there is diversity in preferences, some surveys indicate that Black Americans may have brand preferences that align with their white counterparts. For example, in a 2016 survey, 21.9% of Black respondents preferred Bud Light, compared to 18.9% of Caucasian respondents. However, it is important to note that this preference for specific brands may be influenced by various factors, including marketing, accessibility, and cultural influences.

Frequently asked questions