BrewDog launches 8 Trill Pils, in partnership with Crowns & Hops, to drive awareness and action around racial equity.
Scottish Craft Brewer BrewDog has today announced it will be releasing a limited edition run of ‘8 Trills Pils’ beer in partnership with LA based beer brand, Crowns & Hops.The aim of the launch is to drive awareness around racial equity, as the name of the beer ‘8 Trill Pils’, denotes the staggering $8 trillion gain in GDP by closing the racial equity gap by 2050. The beer will be launching across the UK, US and Germany from the 8th of September 2020.
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.”
The release of 8 Trill Pils will be accompanied by the launch of the ‘8 Trill Pils Fund,’ a $100,000 development fund that will be distributed to help establish more Black-owned breweries. As both brewers hope to inspire others to start conversations and take action in their respective industries to drive racial equity and to support Black entrepreneurs.
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 where the beer will be sold. The chosen UK artist Kingsley Nebechi is best known for his work with The Guardian, BBC and Island Records. For the US and German artworks, artists Upendo and Baketown were chosen. More information about the artists and their label designs is available on 8TrillPils.org.
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).