American Craft Beer The Best Craft Beer, Breweries, Bars, Brewpubs, Beer Stores, And Restaurants Serving Serious Beer.
(Courtest Elevate)
As part of its Elevate initiative, the Brewers Collective, has expanded its free stock photographic library to include people with disabilities…A wonderful move on its part.
Here’s the deal…
In 2018, Brewers Collective, the craft business division of Anheuser-Busch, introduced a free stock photography library that smartly emphasized the racial and gender diversity found in the beer and brewing community.
Available via Pexels and Unsplash, this photographic library has been a huge asset for media publishers like American Craft Beer. And now they’ve expanded that collection of high-quality photography to include beer drinkers with disabilities.
(Courtesy Elevate)
In a press release the Brewers Collective noted that “an estimated 56.7 million Americans are currently living with some form of disability, yet within visual media people with disabilities are severely underrepresented, making up only 2.4% of speaking roles in film, 2.1% of roles in television, and 2% of individuals represented in stock photography.
But with its growing beer-focused library of free stock photos, which will be widely used by media publications, the Brewers Collective has ensured that beer lovers with disabilities are celebrated rather than overlooked.
“I’m immensely proud that we’ve expanded our stock photography initiative to spotlight one of the most under-represented groups of people, people with disabilities,” said Brewers Collective President Marcelo “Mika” Michaelis. “We have an opportunity to be an advocate for inclusivity and diversity, not only for the betterment of our industry, but also to grow as a category. It’s imperative that all of our customers feel seen, heard and represented.”
To safeguard that the photo shoots were well-rounded and authentic, the Elevate team partnered with Aaron Baker, a quadriplegic athlete, author, and ambassador, who stepped in to serve as creative director and consultant for the extensive photoshoots.
Baker brought an honesty, perspective and critical eye to the program and tapped into his vast network of supporters to find diverse models to participate in the various shoots at Brewers Collective partner breweries including: Golden Road Brewing (Los Angeles), Goose Island Beer Co. (Chicago), Four Peaks Brewing Co. (Tempe, AZ) and 10 Barrel Brewing Co. (Bend, OR).
And Baker couldn’t have been more positive about both the beer, the photo campaign and the company’s directive…
“Brewers Collective and Anheuser-Busch have a very strong voice. Their messaging can create not only impact, but movement…Diverse representation is a powerful way to bring us all together… while we share a cold beer.”
