Beny Ashburn and Teo Hunter are pioneering figures in the American craft beer industry, recognized for co-founding Crowns & Hops Brewing Co. in Inglewood, California, and for their dedicated efforts to foster diversity and racial equity through the 8 Trill Pils Initiative. Their work has fundamentally challenged the traditional landscape of craft beer, advocating for greater inclusion of Black and Brown communities.
Ashburn, a marketing and advertising veteran with experience at companies like Beats Electronics and Sony, and Hunter, who worked in creative production for the entertainment industry, did not begin their careers in brewing. Their journey into the craft beer world began after they met through a dating app approximately six to seven years before 2020-2021. Hunter, already a craft beer enthusiast, often observed a striking lack of diversity in taprooms and breweries, frequently finding himself to be the only Black person in the room. This observation, coupled with Ashburn’s marketing acumen, ignited their shared mission to address the homogeneity within the industry.
The Genesis of a Movement: From #BlackPeopleLoveBeer to Crowns & Hops
Recognizing that craft beer culture did not adequately speak to Black and Brown communities, Ashburn and Hunter initially focused on building a community and a brand that resonated with these demographics. They started with social media campaigns under hashtags like #blackpeoplelovebeer and #brownpeoplelovebeer, evolving into a lifestyle brand called “Dope & Dank” before ultimately becoming Crowns & Hops. This approach prioritized storytelling, community building, and cultural representation over immediate product sales. Ashburn stated, “We didn't start with a product; we started with a brand. We didn't start with a product; we started with a community. We didn't start with a product; we started with visualization and storytelling.”
Their strategic branding efforts, heavily utilizing platforms like Instagram and YouTube, allowed them to cultivate a significant following before they even released their first beer. By showcasing Black and Brown culture in the craft beer space, they challenged the prevailing image of the industry, which Ashburn described as historically dominated by “bearded, white men.” This unique, community-first strategy allowed Crowns & Hops to disrupt the industry and prove that Black and Brown people are not only consumers but also integral to craft beer culture.
Crowns & Hops Brewing Co.: A Vision for Inclusive Craft Beer
In 2020, Crowns & Hops Brewing Co. officially launched its own line of canned craft beers. They initially utilized contract brewing facilities, including HenHouse Brewing Co. in Santa Rosa and Three Weavers Brewing Co. in Inglewood, California, where Hunter develops the recipes with the assistance of consultant Jon Carpenter, and Ashburn oversees marketing and brand strategy. By May 2021, their beers were available in approximately 350 retailers, and by June 2021, they were sold in over 800 stores across California, Nevada, and Oregon, with limited releases in Atlanta and New York. The brewery was recognized as “Best New Brewery of 2020” by Hop Culture.
A cornerstone of their vision is the establishment of a brick-and-mortar brewpub in Inglewood, California, Hunter’s hometown. This location holds significant cultural and economic importance for Ashburn and Hunter. Inglewood, a predominantly Black and Latinx city, has historically lacked Black-owned craft breweries, a common trend in gentrifying communities. Their goal is to create a welcoming “Public House” that authentically reflects the culture of the Inglewood/South Los Angeles region, serving as a brewery, a learning space for beer production, and a hub for art, music, and community engagement.
In 2019, Crowns & Hops received funding from BrewDog, a Scottish craft brewery, as part of its Development Fund, which supported their canning operations.
The 8 Trill Pils Initiative: Driving Racial Equity
Beyond their brewing business, Beny Ashburn and Teo Hunter launched the 8 Trill Pils Initiative in August 2020, a significant philanthropic endeavor aimed at fostering racial equity within the craft beer industry. The initiative’s name is inspired by a W.K. Kellogg Foundation study that posited an $8 trillion potential gain to the U.S. GDP by closing racial equity gaps over three decades. This framework shifted the conversation around diversity and inclusion from a charitable cause to an economic imperative.
The 8 Trill Pils Initiative kicked off with a $100,000 grant from BrewDog’s development fund, designated to support Black entrepreneurs in craft brewing. The fund provides crucial resources, including financial backing, guidance on sustainable business strategies, marketing support, and access to legal counsel, addressing barriers that disproportionately affect Black-owned businesses in a capital-intensive industry. In 2020, the initiative awarded grants totaling $100,000 to five emerging Black-owned beer brands across the United States. This commitment underscores their belief that achieving racial equity is not only a moral imperative but also an opportunity for growth and innovation within the craft beer sector. One of their signature beers, the “8 Trill Pils,” is brewed in honor of this initiative, with a portion of its proceeds directly supporting the grant program.
Ashburn and Hunter's multifaceted approach, combining innovative branding, quality brewing, and a strong commitment to social impact, has established them as influential leaders in the ongoing movement to diversify the craft beer industry, as highlighted in The Black-Owned Craft Beer Movement in the United States. Their work aims to create an industry where all communities feel seen, welcomed, and empowered.
Sources
- Crowns & Hops: The Dopest, Dankest Disruptors of Craft Beer - Hop Culture
- Crowns & Hops is building a Black-owned craft beer brand - Los Angeles Times
- Crowns and Hops: Black-owned craft beer company… - KCRW
- Crowns and Hops Brewing Launches 8 Trill Pils Initiative to Support Black-Owned Craft Breweries | Brewbound