Celebrate Diversity

We, here at Bell's are shining a spotlight on various cultures within the Latinx community and our employees with a special beer release and event. Brillosa, a deliciously smooth Vienna-style Lager with a 5% Alc. By Vol., is the seventh beer to be designed and released as part of our Celebration Series. The Bell’s Celebration Series celebrates and recognizes groups within the Bell’s family that help make it what it is. Brillosa (bree-yoh-sah) is the Spanish word for shiny and bright and was chosen specifically as a nod to the passion and vibrance of the Latin community, at Bell’s and beyond. “Our committee has representation from across the Latinx communities including Brasil, Mexico, Cuba, and Puerto Rico. When it came time to design the beer, we took inspiration from each of our own experiences and culture. This beer drinks light with amazing hop aromas. Even the label resonates and feels like home to many of us,” Vanessa Gomes, Area Sales Manager for Bell’s in Louisiana, Mississippi and Arkansas and co-chair of the committee for this release, said. Brillosa will debut on draft on Nov. 13 as part of a special Tappening Celebration starting at noon at Bell’s Eccentric Café (355 E. Kalamazoo Ave.) in downtown Kalamazoo. There will be live entertainment from DJ Adelante Dano until 4 p.m. and a Latin inspired food menu (see menu below). Special Brillosa merch will also be available to purchase. Bottles (six-packs) will be released later, on Nov. 17 at the Bell’s General Store located right next door to the Cafe As part of this release, Bell’s will donate to two local non-profit organizations. El Concilio is a community-focused organization that seeks to help Latino residents support their families, contribute to society and appreciate their cultural significance. It provides interpretation, and immigration services as well as workplace discrimination and abuse support. Farmworker Legal Services of Michigan is a statewide, non-profit legal services provider that represents indigent immigrant, migrant, and seasonal farmworkers and their dependents throughout Michigan. Donations for both organizations will also be accepted at the event for those who want to contribute directly. “It was important for Bell’s and everyone involved with this release to be able to give back to the community directly and help inspire real change. These two organizations help provide a voice for those who need it and currently do not,” Jay Maddock, Bell’s Equity and Inclusion Specialist said. “This all means a lot to me, to all of us. Our community and our culture are rarely given this kind of spotlight. Having a space to create and get to know each other better is so appreciated. When I think about how my son will be able to look around and see people come together at this event makes me proud. This entire project is meant to help open doors and create conversations for meaningful, positive change,” Gomes said. For more on Brillosa, go here. To read the full press release in English or Spanish, go here.  Brillosa Tappening Food Specials Lechon Asado - Citrus and Chili roasted pork with rice and black beans Black Beans and rice Yucca Fries with cilantro lime mayo Tostones with a red chili sauce Caldo Verde - Kale, potato, and house made sausage soup Mousse de maracujá (passion fruit mousse)   Previous Celebration Series releases Alliance Lemon Lager – Bell’s first Celebration Series release highlighting the LGBTQ+ community Goin’ Dark – a Milk Stout with Barrel-Aged Coffee Beans – created and brewed by Bell’s employees who either served in the U.S. military, were currently enlisted, or military family members. 2019 Unite (Hibiscus Saison), 2020 Unite (Dry-Hopped Kölsch), and 2021 Unite (Fruit Ale brewed with Kumquat and Passionfruit) – all brewed to celebrate International Women’s Brew Day and women in brewing. Seneca Village – A Black IPA designed to specifically call attention to the story of the 19th-century village of the same name. It was released on Juneteenth this year.

In the summer of 2020, we formally made a commitment to be better when it comes to diversity, equity, and inclusion. Some of the work we’ve done around that commitment has been shared in a variety of ways. Our support of Brienne Allan, the latest releases in our Celebration Series (Seneca Village), and our version of the Black is Beautiful global collaboration are just a few examples. While transparency is part of our commitment to the Crafted For All initiative, it is important to us to share more about what we’ve done with you, our fans, our partners, and everyone else committed to being better. Below is a look at some of the work that has happened behind the scenes. In time, we will have more to share. Our work continues. Hired a full-time DEI Specialist: Jay has extensive experience with social justice work, provides training and workshops on LGBTQ mental health, LGBTQ inclusion/allyship, and transgender health/well-being across the Midwest. He also serves on the board of directors for CenterLink, an organization providing support and resources to LGBTQ community centers nationwide. Introduced anonymous reporting: We’ve added Red Flag Reporting so everyone who works here at Bell’s can report concerns and choose how anonymous they want to be. External messaging: Ensure that marketing, advertising, packaging, and all customer contact methods do not perpetuate stereotypes, appropriate cultures, or dehumanize any population or group. Evaluating how we communicate:   By removing biasing criteria from job descriptions and employment announcements using augmented writing technology, we can help increase accessibility and invite a more inclusive pool of talent to join our Bell’s family. Regularly “take the temperature” of our culture: Regular audits, focus groups, and anonymous surveys will continue. Future policy will be driven by our overall employee experience and feedback. DEI Champions: In early 2020, a team of Bell’s employees from across our company came together to form a diversity, equity, and inclusion committee. They meet weekly to plan and execute programs and initiatives to address those crucial areas. This committee also helps provide insight and advice to departments in need of support as it relates to equity and inclusion. Proud sponsor of Kalamazoo’s Black Arts Festival: This is a new partnership for us this year. Funds from the 2021 event will help fund the organization’s move into a larger space which will allow additional collaboration and space for artists to work.

The next release in our Celebration Series is here. Seneca Village, the sixth beer to be designed and brewed by Bell’s staff, celebrates our Black and African American employees. It was brewed to bring awareness to a part of American history that is often hidden or left out of more forward-facing narratives. Seneca Village, a Black IPA with an ABV of 6.19%, specifically calls attention to the story of the 19th-century village of the same name. The beer will be available to purchase in 6-packs of 12 oz. bottles exclusively at our Bell’s General Store in downtown Kalamazoo and on tap at the adjacent Eccentric Café for a special event on June 19 at noon. That event will also feature a special food menu and merchandise (that can be purchased online here). “Stories of thriving and flourishing African American communities like Seneca Village, the Greenwood District in Tulsa (Oklahoma), and Gullah Island are left out of the spotlight. This committee of Bell’s employees wanted to specifically bring attention to a part of American history that deserves more attention than it has received in the past,” Jay Maddock, Bell’s Equity and Inclusion Specialist said. About 1,600 residents, mostly African American landowners, were displaced through eminent domain to create Central Park in New York City.  “While Seneca Village (and the events that happened there) may be a long way from Bell’s, acts like this, along with redlining, and housing discrimination adversely impacts Black and African American residents across the country,” Maddock added.   Seneca Village’s release coincides with the annual Juneteenth Celebration and multiple events in Kalamazoo and beyond. Juneteenth was intentionally selected as the tapping date by the committee of Bell’s employees because of the date’s significance. Juneteenth commemorates the end of slavery and celebrates the ongoing pursuit of justice and equality for Black Americans. The connection between Juneteenth and Seneca Village is found in the effort to spotlight, share, and celebrate the stories of Black Americans. “This event and beer incorporate several educational components, which hopefully helps drive efforts to better educate and understand the plight and circumstances faced historically by black and African Americans,” Demetrius Goodale, Bell’s Warehouse Manager, said. “Although this event is meant as a celebration, one of the desired outcomes is to also challenge those who participate, to begin to value and recognize the significance that improved opportunities and inclusion from underrepresented groups have at all levels of society.” QR codes on the beer label and at the Café event will help direct those looking to learn more online here. Beyond Juneteenth To continue the narrative, Bell’s will also host a virtual event with Dr. Michelle Johnson, a public scholar in the fields of African American history, literature, and cultural production. She will discuss Southwest Michigan in the context of national traditions where Black people created and maintained spaces of economic and recreational self-definition. “Farms, Resorts, and Nightclubs: Black Autonomy and Southwest Michigan” will be held on Friday, June 25, at 4 p.m. For details on how to attend this free, virtual event, go here. More on Bell’s Celebration Series Following Seneca Village, Bell’s will highlight and celebrate Latinx employees as part of this series. That beer will debut later this year. Additional details will be shared here on our website and social media as they become available. Celebrate Diversity 12-pack (3 bottles each of Unite Dry-Hopped Kölsch, Unite Hibiscus Saison, Alliance Lemon Lager, and Goin’ Dark are available to purchase at the Bell’s General Store now (supplies are limited). Previous Celebration Series releases Alliance Lemon Lager – Bell’s first Celebration Series release highlighting the LGBTQ+ community Goin’ Dark – a Milk Stout with Barrel-Aged Coffee Beans – created and brewed by Bell’s employees who either served in the U.S. military, were currently enlisted, or military family members. 2019 Unite (Hibiscus Saison), 2020 Unite (Dry-Hopped Kölsch), and 2021 Unite (Fruit Ale brewed with Kumquat and Passionfruit)  – all brewed to celebrate International Women’s Brew Day and women in brewing.

September update: This beer is available now (while supplies last) at the Bell's General Store and Eccentric Cafe. Bell’s Brewery is proud to announce that it has joined the Black is Beautiful initiative; an effort to help bring awareness to the injustices many people of color face daily. The Black is Beautiful initiative originated with Marcus Baskerville, founder and head brewer at Weathered Souls Brewing based in San Antonio. Originally planned as a Weathered Souls-only release, Baskerville was encouraged to expand his reach and make the recipe and label artwork available to all.  “We all have some work to do, Bell’s included, and we are committed to that. It starts on an individual level. We all have a responsibility to do what we can to continue this conversation and help drive real change,” Larry Bell, president and founder of Bell’s Brewery said.  There are currently more than 700 breweries from across the globe committed to this initiative.  Bell’s version of the Weathered Souls Imperial Stout recipe will be released in 6-pack bottles exclusively at Bell’s General Store in downtown Kalamazoo and Upper Hand Brewery Taproom in August. (Upper Hand is our sister brewery in Escanaba, Michigan.) “Our mission is to bridge the gap that's been around for ages and provide a platform to show that the brewing community is an inclusive place for everyone of any color. We are asking for all breweries and brewers far and wide to raise a glass with us in unison and participate in this collaboration,” a statement on the Black is Beautiful website reads.  As part of this initiative, Bell’s will make donations to two local Black-led organizations; the Kalamazoo NAACP and Face Off Theatre. This collaboration brew, while sharing some of the same values, is not part of Bell’s Celebration Series. That series, which empowers different groups within the company that makes Bell’s what it is, will continue later this year with another beer designed and brewed by Bell’s employees.  That next release, which will come from and celebrate Bell’s Black and African American employees, will be released in the fall. Previous brews have celebrated International Women’s Collaboration Brew Day, the LGBTQ+ community and veterans.  Additional details about Bell’s participation in the Black is Beautiful initiative will be announced as they become available here on the Bell’s website and on our social media channels: Facebook, Twitter, LinkedIn and Instagram. 

For eight years, Bell’s Brewery has been proud to support our local Kalamazoo Pride event in downtown Kalamazoo. Kalamazoo Pride is the largest fundraising event of the year for OutFront Kalamazoo, whose mission is to create a just, inclusive, equitable, and supportive environment in Southwest Michigan for people of all sexual orientations and gender identities and expressions. This year is no different; while we cannot celebrate in person due to the COVID-19 pandemic we are very proud to continue our support of OutFront with #StillProud, the first-ever virtual Pride Fest in Kalamazoo. This year’s Pride event will be held virtually with events and programming throughout the month of June ranging from book clubs, civil rights panels and musical performances. “We believe in the great work that OutFront does in our community and in fact, their message about diversity and inclusion needs to be heard now more than ever before. While we can’t be together in person, we will be united online,” said Larry Bell, president and founder of Bell’s Brewery.  “With that said, let’s get our sparkle on!” he added.  As the presenting partner for the month-long celebration, Bell’s is the also the Signature Sponsor for the #StillProudStillPerforming Drag Show on June 12 at 8 p.m. and the final Friday night event, a musical performance from Hannaniah on June 26, at 6 p.m. The kick-off for virtual Pride Month was postponed from June 5 to clear the way for online and social media attention to be focused on uplifting the messages of Black Lives Matter.  “Over the past several days we have watched as historic events have unfolded,” said OutFront Kalamazoo Executive Director, Amy Hunter in a press release on June 3. Rallies and protests against the brutal killings of George Floyd, Breonna Taylor, Tony McDade and others echo a familiar rallying cry; the end to deadly oppression of marginalized peoples. “Demands for liberation are not unlike the pleas of Black trans women that started the 1969 uprising at New York’s Stonewall Inn,” Hunter continued. “Then, as now, police brutality and injustice are fueling heartbreaking expressions of rage and pain.” Sparkleberry Ale, a Belgian Triple brewed with raspberries, has annually been released in celebration of Pride in June. This year, it will be released in July, giving all an additional reason to continue the celebration beyond the month of June. For a complete schedule of events and additional information, go here.  About OutFront Kalamazoo  OutFront Kalamazoo's mission is to create a just, inclusive, equitable, and supportive environment in Southwest Michigan for people of all sexual orientations and gender identities and expressions. To be ‘out front’ means to be honest. To be visible. To lead. OutFront provides a place to be seen and heard; and is dedicated to co-creating a community that is safe, strong and #AlwaysOutFront.

This Sunday, we will be releasing a special beer in recognition of the LGBTQ+ community. Alliance Lemon Lager, or “ALL” for short, is a crushable lager with bright vibrant lemon character. More than 60 LGBTQ+ and allied Bell’s employees took part in making the beer and planning the release party. The recipe was conceived by Hawk Kersey, our procurement coordinator. "I think it's pretty cool to brew a beer that celebrates us being ourselves, just being who we are," said Laura Spencer, one of our packagers who helped brew the beer. "That's the kind of environment Bell’s has, we're very inclusive. It's a great bunch of people to work with," added JP Plummer. "And that's always a day in the life at Bell's." In April, we released Unite Hibiscus Saison a beer that was brewed by Bell’s and Upper Hand’s (women) brewers to commemorate International Women’s Day. Alliance Lemon Lager will be released starting at 11 a.m. Sunday at Bell's Eccentric Café. We are inviting everyone to come as you are to celebrate diversity and all of the beautiful, uncommon denominators that make us who we are. This event is all ages and family-friendly with brunch specials, beermosas, shandies, yard games and DJs all afternoon. There will be bobbing for lemons, a photo booth and a caricature artist. Bottles will also be available to take home via our Growler Station, while supplies last. Hope you can join us!

A special beer celebrating women in craft beer will soon go on tap as part of International Women's Collaboration Brew Day, which brought together breweries from across the world. Unite Hibiscus Saison was brewed by Bell’s and Upper Hand’s women brewers to commemorate International Women’s Day. Bell’s and Upper Hand were part of the 82 breweries, 25 homebrewers, 14 non-profit organizations, 30 brewpubs and 3 suppliers for the special brew day. “To me, it’s more of a symbol of us coming together and recognizing that we are a vast minority of the brewing industry,” said Whitney Maloney, a brewer for Upper Hand Brewery. “Just to have a moment in time and a symbol of something that represents us in the industry for me is really awesome.” The beer is a hibiscus saison, developed by Bell’s Brewer Shawn Paczkowski, and won a recent recipe competition among Bell’s brewers. A classic Saison with fruity and spicy yeast notes, this beer is complimented by the floral and mildly tart notes of hibiscus. The beer uses Michigan hops — Chinook & Copper from Hop Head Farms. “I think it’s really cool that we work for a great company like Bell's that celebrates diversity and brings us together so that we can brew this beer together,” said Karli Small, Bell’s Brewing Manager. Unite Hibiscus Saison is a draft-only batch that will go on tap exclusively at the Eccentric Café.  “Bell’s is truly greater than the sum of its parts,” said Carrie Kramer Yunker, HR Director at Bell’s. “This brew helps us illuminate one group that make us great. We look forward celebrating the diversity of our Bell’s family with more specialty beers in the future.” The beer will go on tap Wednesday at 5:30 p.m. Keep an eye on our social media and our Tap Cam for more information.

Celebrating diversity has always been an integral part of Bell's culture. This summer, 16 oz. cans of Sparkleberry® will join that celebration. We are very proud to share a first look at the packaging of one of our newest additions to our 2018 release calendar, Sparkleberry® Ale. A raspberry Belgian-style Tripel Ale, Sparkleberry® will debut in 4-packs, for the first time in June. Slightly tart and effervescent, Sparkleberry® has a ruby red hue, an ABV of 9% and is brewed with raspberries. Cans and kegs will ship to all states we distribute to, but will be very limited. "Our celebration of diversity is no secret, but this can says it front and center. No matter who you are or who you love, all are welcome at Bell's," said Laura Bell, CEO of Bell's Brewery. [[{"fid":"6333","view_mode":"default","fields":{"format":"default","field_file_image_alt_text[und][0][value]":"Bell's Sparkleberry Ale","field_file_image_title_text[und][0][value]":"Bell's Sparkleberry Ale"},"type":"media","field_deltas":{"1":{"format":"default","field_file_image_alt_text[und][0][value]":"Bell's Sparkleberry Ale","field_file_image_title_text[und][0][value]":"Bell's Sparkleberry Ale"}},"link_text":null,"attributes":{"alt":"Bell's Sparkleberry Ale","title":"Bell's Sparkleberry Ale","height":565,"width":399,"style":"float: left; margin: 10px;","class":"media-element file-default","data-delta":"1"}}]]We want everyone to get their sparkle on and celebrate what makes us all unique and special. Beer has traditionally brought people together and we proudly continue and honor that tradition with this fun beer, she added. Sparkleberry® was originally brewed to celebrate our presenting sponsorship of Kalamazoo Pride in 2013, the same year it won a Bronze Medal at the Great American Beer Festival in Denver. Our partnership with Kalamazoo Pride, the largest fundraiser of the year for OutFront Kalamazoo, will continue through at least 2019. Formerly the Kalamazoo Gay-Lesbian Resource Center, OutFront Kalamazoo continues to serve the gay, lesbian, bisexual, and transgender community of greater Kalamazoo and its friends and allies. Their events support efforts to create a just, inclusive, and supportive environment in Southwest Michigan for people of all sexual orientations and gender identities and expressions. Look for more information about Sparkleberry® online here at bellsbeer.com and on our social media. Follow us on Facebook, Twitter, Snapchat and Instagram for the latest on beer releases, news and more.