Hella Coastal, established in 2020, stands as Oakland, California’s first Black-owned brewing brand, a testament to the vision and entrepreneurial spirit of its co-founders, Chaz Hubbard and Mario Benjamin. More than just a producer of craft beer, Hella Coastal embodies a broader mission to champion diversity, inclusivity, and community engagement within an industry historically lacking in Black representation.
The genesis of Hella Coastal Brewing traces back to the friendly rivalry between Hubbard and Benjamin, who initially competed to craft the best homemade brews. This shared passion for homebrewing, coupled with a deep-seated entrepreneurial drive, inspired them to transform their hobby into a professional venture. The decision to launch a brewery together in 2020 marked a significant step into an industry where, as of a 2021 survey, approximately 94% of brewery owners identified as white, underscoring the vital role Hella Coastal plays in diversifying the craft beer landscape.
Chaz Hubbard's journey into brewing began early, sparked by a high school fermentation experiment. While his initial apple juice, yeast, and raisin concoction might not have been a culinary masterpiece, it ignited a lifelong fascination with the brewing process. Mario Benjamin discovered his passion later in life, receiving a homebrewing kit as a Christmas gift. He quickly immersed himself in a dads’ group of hobby brewers, where the craft was not only a source of enjoyment but also a means to raise funds for local schools. This early exposure to beer's community-building potential profoundly influenced Hella Coastal's ethos.
Hella Coastal’s identity is deeply intertwined with its Oakland roots. The brand's name itself, “Hella Coastal,” reflects a relaxed, West Coast vibe while embracing the local slang term “hella,” common in the Bay Area. This connection to their community is evident in their product naming and design, such as their “Oakland Haze” beer, which pays homage to the city’s beloved baseball team, the Oakland A’s.
Beyond crafting high-quality IPAs and other styles that reflect coastal California, Hella Coastal is fundamentally driven by a commitment to social justice and cultural education. The founders aim to highlight beer drinkers and producers who are underrepresented in the craft brewing scene, challenging existing narratives and promoting a more inclusive industry.
One notable example of this commitment is their “3900 ‘Til Infinity” beer, created to celebrate Black History Month and Women’s Appreciation Month. This particular brew serves a dual purpose: it honors Black female brewers throughout history and educates consumers about the ancient origins of beer. Chaz Hubbard often emphasizes that the first beer recipe is believed to have been conceived by a Black woman in Mesopotamia around 3900 B.C., a historical fact that disrupts the common misconception of beer solely as a German or European invention. This initiative is a powerful statement that “Beer is Black history,” aiming to acknowledge and celebrate the enduring contributions of Black people to brewing.
The mission of Hella Coastal extends beyond brewing innovative beers; it seeks to create welcoming and educational spaces. While currently renting space in a taproom in downtown Oakland, Hubbard and Benjamin harbor ambitions to establish their own brick-and-mortar venue. Their vision for this future establishment is to create a hub that is not only inclusive for the community and its allies but also a place for learning about beer, exploring diverse beer styles, and featuring guest speakers, local artists, and art that represents Oakland’s vibrant culture. Furthermore, they intend for their space to highlight and support local organizations, non-profits, and initiatives that resonate with their community-centric values.
Mario Benjamin has articulated their motivation, noting that while the beer at many existing breweries is excellent, the atmosphere sometimes lacks the receptive energy they wish to foster. This observation fueled their desire to disrupt the perception of who a typical beer drinker or brewer looks like, striving to build a sense of community that transcends traditional boundaries. The duo has also gained positive recognition at predominantly white craft beer festivals, demonstrating the broad appeal of their offerings and their ability to bridge cultural gaps.
In the broader context of the Black-owned craft beer movement in the United States, Hella Coastal contributes significantly to increasing representation and challenging established norms. Brands like Crowns & Hops Brewing Co., founded by Beny Ashburn and Teo Hunter, and Cajun Fire Brewing, led by Jon Renthrope, similarly advocate for diversity and community within the industry. Rhythm Brewing, pioneered by Alisa Bowens-Mercado, also exemplifies Black woman ownership in craft beer, aligning with Hella Coastal’s recognition of female brewers. Further solidifying its role in the industry and commitment to collective growth and representation, Hella Coastal joined a historic alliance of Black-owned breweries in May 2026, as detailed in the article A New Era: Black-Owned Breweries Forge Historic Alliance.
Hella Coastal’s founders are also focused on the future, aiming to build generational wealth for their families and promote equity for other Black business owners. This commitment is further exemplified by their collaboration with creative director Julia Vann, who designs their distinctive, culturally resonant labels, celebrating Black culture through art.
Through their dedication to quality brewing, historical education, and community building, Chaz Hubbard and Mario Benjamin have positioned Hella Coastal as a vital and inspiring force in the craft beer world. They not only offer unique flavors but also advocate for a more inclusive and equitable industry, ensuring that the rich history and future potential of Black contributions to brewing are recognized and celebrated.