BEVERAGE INDUSTRY INCLUSION
products . More people today — especially younger LDA shoppers — actively seek out brands that share their social values .
“ The vast majority of people believe in social and economic progress , and the brands that lead the way will earn the loyalty of important consumer constituencies and be remembered far longer than the prospective disparaging comments of this pundit or that ,” say Smith and Harb of Fierce & Kind . “ Don ’ t underestimate your consumers — they ’ re savvy and will be there for you if you ’ re unwaveringly there for them .
“ Ethical consumption is a real thing and is a growing trend with Gen Xers , Millennials and Gen Zers ,” they add .
“ Ensure access to distribution and retail space . Provide grants and investment opportunities . Prioritize purchasing from minority suppliers .”
– Danica Dias , founder of Grown Folks
“ It ’ s clear to us that a good portion of Fierce & Kind ’ s traction , after only one and a half years on the market , is due to consumers choosing to support a brand that supports them or people around them . Consumers want to support brands that align with their values , and as purchasing power shifts , brands need to be damn sure that they are authentically representing values that align with these market dynamics .”
It ’ s a pattern that has played out successfully and meaningfully for different brands in other businesses .
“ If you ’ re going to buy a bottle of whiskey or vodka , why not buy one that is doing good in a community that you care about ?” Smith and Harb say .
Grown Folks is a black / female-owned hard seltzer brand meant to celebrate soul food and Creole culture .
“ We ’ ve seen the power of values-aligned consumerism in other market segments . Just look at Ben & Jerry ’ s , Tom ’ s or Patagonia — social enterprises that give people a voice through how they spend their dollars . Consumers are feeling the power of that voice and are choosing how to exercise their consumption to do good . Those brands are being recognized and rewarded by those people with some of the strongest brand loyalty in any market .”
MORE WORK AHEAD
While much progress has been made , the industry as a whole still has room for improvement in this area . So what steps are next ?
“ One of the most effective ways to support Black- and minority-owned brands is by diversifying supply chains ,” says Foss of Happy Cork . “ Industry leaders should actively seek out and partner with these businesses , ensuring they have fair representation and opportunities to succeed in the marketplace . Consumers need to be more intentional with their spending as well . Embracing diversity not only benefits these businesses but also enriches the industry as a whole , driving innovation , creativity and sustainable growth .”
Agreeing with her is Dias of Grown Folks : “ Ensure access to distribution and retail space . Provide grants and investment opportunities . Prioritize purchasing from minority suppliers .”
Part of the way that these improvements take root is through the work of minority-owned brands and businesses that have already achieved success . Looking out for those who come after you is key in building sustainable cultural change
“ The wine industry is about mentorship in both structured and more nuanced ways ,” say Wolosz and Durham of Gentleman Farmer . “ Each generation helps the next one . The industry promotes itself by helping the next guard .” What advice would the partners give to LGBQT + brands just starting out ? “ You be you .” •
8 Beverage Industry Inclusion 2024