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Black History Month

Full Circle Brewing and Sonoma Cider Partner with ByBlack

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FRESNO, California –– Full Circle Brewing and Sonoma Cider are excited to partner with ByBlack, powered by U.S. Black Chambers, Inc. (USBC) to release a beer and cider under its Sonoma Cider brand in celebration of Black History Month.

The partnership hopes to increase the visibility of Black-owned breweries and address the under-representation of Blacks in the craft beer and cider industry, which is less than 1% Black-owned.

The new brew and cider will be available February 1st at Full Circle Brewing in Fresno, CA and at national retailers Costco, Safeway, Raleys, Bevmo, and TotalWine. You can also purchase online at www.fullcirclebrewing.com. The ByBlack x Full Circle Brewing Black History Month special edition will be named Juicy Vibes Hazy Pale Ale and The Sickle Pineapple Cider.

“Our goal is not only to support our community but also spread awareness about Black businesses and how we can build together through collaboration,” said Alicea Gay, VP of External Affairs at ByBlack. “We are excited about this partnership and look forward to seeing what else comes from it.”

This marks the third year of special releases from Full Circle celebrating Black History Month, and the most exciting partnership yet with ByBlack and USBC, two premier organizations helping to promote the growth and economic agenda for Black-Owned businesses throughout the nation.

Full Circle Brewing Co. CEO Arthur Moye explains “This partnership is about charting a path for success for other minority owned breweries who have historically been underrepresented, representing less than 1% of the nearly 9,000 breweries in the country. We strongly believe representation matters and are proud to be officially certified as a ByBlack Black-owned business.”

Of the 1% of Black Owned Breweries many are small and local, few are able to make the jump to full scale production breweries servicing Big Box Retailers. This gap is due to historical issues of Access to Capital in the Black Community. Full Circle Brewing Co. and Sonoma Cider have bridged that gap by leveraging Crowd Equity, and encouraging others to follow suit.

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This collaborative beer marks a milestone for Fresno’s longest running brewery in their mission to spread the spirit of authenticity by building a network of real people with positive vibes and positive tribes that push away the negativity that too frequently guides people in this world.

This release marks the start of more innovative collaborations celebrating Black breweries planned for 2023 from Full Circle Brewing.

Questions about the collaboration and release can be directed to Adam Band at adam@fullcirclebrewing.com.

About Full Circle Brewing Co.:

Full Circle Brewing is the Central Valley’s only Black Owned Brewery and Fresno’s longest consecutively owned and operated brewery. As a full-scale production craft brewery and live entertainment venue, we pride ourselves with creating a positive vibe, and helping people find their tribe. The Full Circle Brewing logo represents the rebirth of our city, brewery, and our lives. We believe that time is the most precious nonrenewable resource and now is the time to live a little, be entertained, and bring your life of hoppiness FULL CIRCLE.

About ByBlack:

At ByBlack, our mission is to create meaningful economic opportunities for Black people through the Black businesses in our communities. We realize this goal by building bold tools and strategic partnerships that enable Black enterprises to grow and thrive. We are a nonprofit, 501(c)(3) organization, developing everyday solutions to the generational problems of the Black economic agenda. Visit www.byblack.us for more information.

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Athletic Brewing Re-Releases Soul Sour

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MILFORD, Connecticut and SAN DIEGO, California — Athletic Brewing Company, America’s leading producer of non-alcoholic craft beer, is excited to relaunch Soul Sour in celebration of Black History Month.

Originally launched in 2021, Soul Sour was inspired by Athletic teammates who wanted to celebrate the beauty, achievement, and legacy of Black culture.

100% of profits from the 2023 release of Soul Sour will be donated to organizations working to break down barriers in the brewing industry, including Lifting Lucy, the Sacred Heart University Brewers Scholarship Fund, and other impact programs.

“We love bringing this brew back each year, and continuing the legacy of community, collaboration, and empowerment,” said Athletic Brewing Co-Founder & CEO Bill Shufelt. “We’re excited to continue utilizing the profits from Soul Sour to support diversity and inclusion within our industry.”

This year’s brew features original label artwork from Sabrena Khadija, a Sierra Leonean-American illustrator based in Washington, D.C. who drew inspiration from iconic pieces of Black art from the 90s.

According to Khadija, her goal as an artist is to contribute to the representation of Black art with her own unique style. Khadija’s Soul Sour label features a bright and vibrant Black community with African Geometric Patterns woven throughout.

“The flavors and references to Black art directly inspired the color palette,” Khadija said.

Every can of Soul Sour will benefit organizations like Lifting Lucy, which helps support Black, Indigenous, and all Women of Color (BIWOC) on their journeys in brewing.

“We are honored to be partnering with Athletic Brewing on the third edition of Soul Sour,” said Lifting Lucy Co-Founders, Ashlie Randolph, and Tranice Watts. “They have supported us in many ways, so to be able to partner and use the proceeds to grow and expand upon our brand initiatives like Brewsters Brunch that invites BIWOC to network, share stories, experiences, and challenges within the brewing and beverage industry is special.”

Coinciding with Black History Month and the re-release of Soul Sour, Athletic Brewing will also publish educational blog and social content featuring Crystal Rose, the Co-Director of Climbers of Color. Athletic Brewing Company Scholarship recipient Rodney Woodard will also join the Without Compromise podcast

Soul Sour is a refreshing and slightly sour brew that highlights flavors of blueberry, lemon, and mango. With a sweet nose, crisp body, and slightly sour finish, Soul Sour is vibrant, bright, and tart. Featuring Amarillo, Citra, and Mosaic hops along with lemon peel, this brew is a sip of solidarity and strength, reflecting the power of community, love, and unity.

Soul Sour is available to purchase for a limited time on www.athleticbrewing.com.

About Athletic Brewing

Athletic Brewing, founded in 2017 by Bill Shufelt and John Walker, is America’s leading producer of non-alcoholic craft beer. In 2022, Athletic was ranked as the 26th fastest-growing private company in America by Inc. Magazine, named one of TIME’s “100 Most Influential Companies,” and featured on Fortune’s “Change the World” list. Athletic was also selected as one of Ad Age’s Top 20 Hottest Brands of 2022 and appeared on Fast Company’s “Brands That Matter” list in 2021. The company has won dozens of prestigious brewing awards, including Gold & Silver for its Run Wild and Free Wave IPAs in the 2022 US Open of Beer Championship. It was also named the North American Brewer of the Year at the 2022 International Beer Challenge. Athletic has custom breweries on the east and west coasts and donates up to $2 million of all sales to protecting and restoring outdoor spaces across the globe via its Two For The Trails program. Plus, as a part of its IMPACT Program, 1% of revenue goes to non-profit organizations that support positive impact and opportunity from the ground up. As of 2022, Athletic Brewing is proudly a Certified B Corporation™. Its full-flavored non-alcoholic brews and hop-infused sparkling waters are available for purchase on www.athleticbrewing.com.

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