Bell's News

Bell's Black is Beautiful collaboration will be released in August 2020

The Black is Beautiful initiative label aimed to take an abstract idea of color and wanted to make it approachable with the design. The final art includes a spectrum of colors all distinct but interlocking together, similar to a puzzle piece.

Bell’s Brewery is proud to announce that it has joined the Black is Beautiful initiative; an effort to help bring awareness to the injustices many people of color face daily.

The Black is Beautiful initiative originated with Marcus Baskerville, founder and head brewer at Weathered Souls Brewing based in San Antonio. Originally planned as a Weathered Souls-only release, Baskerville was encouraged to expand his reach and make the recipe and label artwork available to all. 

“We all have some work to do, Bell’s included, and we are committed to that. It starts on an individual level. We all have a responsibility to do what we can to continue this conversation and help drive real change,” Larry Bell, president and founder of Bell’s Brewery said. 

There are currently more than 700 breweries from across the globe committed to this initiative. 

Bell’s version of the Weathered Souls Imperial Stout recipe will be released in 6-pack bottles exclusively at Bell’s General Store in downtown Kalamazoo and Upper Hand Brewery Taproom in August. (Upper Hand is our sister brewery in Escanaba, Michigan.)

“Our mission is to bridge the gap that's been around for ages and provide a platform to show that the brewing community is an inclusive place for everyone of any color. We are asking for all breweries and brewers far and wide to raise a glass with us in unison and participate in this collaboration,” a statement on the Black is Beautiful website reads. 

As part of this initiative, Bell’s will make donations to two local Black-led organizations; the Kalamazoo NAACP and Face Off Theatre.

This collaboration brew, while sharing some of the same values, is not part of Bell’s Celebration Series. That series, which empowers different groups within the company that makes Bell’s what it is, will continue later this year with another beer designed and brewed by Bell’s employees. 

That next release, which will come from and celebrate Bell’s Black and African American employees, will be released in the fall.

Previous brews have celebrated International Women’s Collaboration Brew Day, the LGBTQ+ community and veterans

Additional details about Bell’s participation in the Black is Beautiful initiative will be announced as they become available here on the Bell’s website and on our social media channels: Facebook, Twitter, LinkedIn and Instagram. 

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