Two Black-owned breweries, Full Circle Brewing Co. and Crowns & Hops Brewing Co., have announced a groundbreaking strategic alliance aimed at transforming the face of the craft beverage industry.
The Circle of Crowns Beverage Group (CCBG) is an alliance that combines two leading Black-owned companies and centralizes production, sales and marketing between them, to bring locally curated brands and authentic experiences to more retailers and consumers around the world.
This strategic alliance transcends a simple merger; it’s a potent symbol of progress toward inclusivity and expanded opportunity within the craft beverage sector.
Full Circle, headquartered in Fresno, California, already holds the distinction of being the largest Black-owned production brewery in the United States. By joining forces with Crowns & Hops, the Inglewood-based brand that ignited a global movement for Black representation in craft beer, the CCBG creates a powerhouse with a powerful mission.
“This strategic alliance leverages the strength of our infrastructures and distributor networks to bring our unique brands to retail shelves around the world,” said Arthur Moye, CEO and Founder of Full Circle. “Together we are better positioned to maximize growth and bring more consumers craft beverages with an aspirational, relevant connection to black culture.”
“We can each apply our No Big Deal skills, those areas where we naturally excel based on our previous knowledge and experiences,” explained Teo Hunter, Crowns & Hops Co-Founder, COO and Head of Brewing Operations. “Arthur at Full Circle is amazing with production, scaling, and the financial side of the business, while Beny and I are experts in branding, marketing, community, and partnerships.”
“Crowns & Hops and Full Circle share the same visions, values, and strategies,” added Beny Ashburn, “The Dope” CEO and Co-founder, Crowns & Hops. “Our collective mission extends beyond production, marketing, and sales; we aim to be a supportive resource for other Black-owned craft beer brands, fostering community and growth within the industry.”
The impact of this alliance is multifaceted. Firstly, it streamlines operations and production for all the participating brands. Full Circle’s established infrastructure and distribution network will be leveraged to ensure wider availability of their unique beverages, allowing consumers across the country (and potentially beyond) to experience their offerings. This expanded reach encourages increased brand recognition and growth for all members of the CCBG.
Secondly, the CCBG tackles a crucial issue – the persistent barriers faced by Black-owned businesses in the craft beverage industry. Historically, Black suppliers have often struggled with limited access to production facilities, distribution networks, and retailer partnerships.
The CCBG aims to dismantle these barriers by creating a consolidated platform with the resources and clout necessary to overcome these challenges. This paves the way for a more level playing field, fostering a more equitable industry landscape.
by Tony O. Lawson
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