Beer Kulture, a nonprofit organization working to increase diversity and inclusion in the craft beer industry, and Athletic Brewing Company, America’s leading non-alcoholic brewer, are once again teaming up in February to celebrate Black history and culture. The partners are bringing back the highly sought-after limited-time offering Soul Sour, launching themed merchandise, and highlighting notable voices in the brewing community to benefit diversity and inclusion efforts from multiple organizations.
Soul Sour is a refreshing and slightly sour brew for craft beer lovers committed to social change. Soul Sour was a tremendous success in 2021 when it was first released, inspired by Athletic teammates that wanted to celebrate the beauty of community and Black culture.
“This brew gave me the opportunity to show my skills and allowed me to be myself,” said Dontrel Flathers, one of Athletic’s teammates on the brewing team. “It’s also a chance to share untold stories and those underrepresented in the craft beer communities. We are all equal, and this brew we crafted collectively helps give “soul” to the community, encouraging unity, opportunity, and respect.”
For the label, Athletic partnered with two Portland-based artists, Rachel Gloria and Ryan Adams, who were inspired by Black textile motifs and lettering reminiscent of signage from Southern Soul Food restaurants to create vibrant packaging rooted in Black history.
“When we were approached to work on this beer label, we were given a statement that explained the purpose and inspiration behind it. It touched on the lack of representation of Black people in the world of craft brewing, and with us being Mainers and heavily involved with this community, it really hit home,” said Ryan.
For Rachel, the nod to Soul Food and the commemoration of Black History Month served as catalysts for the creative process. “I pulled my inspiration for the label’s graphics from African mud cloths and Black American quilts. The idea of patchworking motifs together to create harmony is part of my artistic practice and it felt like the right fit for this project.”
Soul Sour is anchored by the flavors of Blueberry, Lemon, and Mango (BLM). It has a sweet nose and is crisply refreshing, yet the slightly sour finish makes it bright, smooth, and tart. Soul Sour features Amarillo, Citra and Mosaic hops along with lemon peel. It is available starting Tuesday (Feb. 1), to ship directly to consumers nationwide via athleticbrewing.com. 100% of the profits from the beer and merchandise will be directed to foster diversity, education, and inclusion within the craft beer community through a variety of initiatives.
Beer Kulture partners with companies and organizations in the beverage industry to increase diversity, inclusion, and equity through humanitarian assistance, educational programs, and compassionate community services. “We’re grateful to partner with Athletic Brewing again on this non-alcoholic beer,” said Latiesha Cook, CEO, and President, Beer Kulture. “Financial support like our Soul Sour collaboration directly enables our efforts to expand diversity, equity, and inclusion within the beer industry through scholarships, internships, and beyond. Soul Sour, and all the people behind it, perfectly embody the Beer Kulture movement and we are excited to bring it back.”
Learn more at www.beerkulture.com.
Terry Bunch
