The National Black Brewers Association's Director, Kevin Asato

Amid the controversy swirling around the recent Craft Brewers Conference, one unambiguously excellent event happened: the launch of the National Black Brewers Association (which organizers shorten to NB2A). It’s a nascent trade group that seeks to elevate Black participation in the brewing industry. Typically, trade associations promote the interests of their member businesses, so NB2A’s mission is unusual. I wanted to understand the goals and activities a bit better, and had the pleasure of speaking with the group’s Executive Director, Kevin Asato.

As a background for where we are and why initiatives like the Michael Jackson Foundation and groups like NB2A and the Pink Boots Society are necessary, let’s note the numbers. Just .4% of American brewery owners are Black; 93.5% are White. Three-quarters are men. (To round out the numbers, 2.2% are Latino-owned, 2% Asian-owned, and about 1% other groups.) Numbers for employees are likely higher—I don’t know of a data source providing accurate numbers—but the brewing business remains overwhelmingly White.

The disparity isn’t just an issue of diversity—though many of us would like our breweries and taprooms to resemble our country. The pathways to getting into an industry are harder when you don’t know anyone already in it, and historically marginalized groups have less wealth and greater barriers to borrowing, making ownership a higher bar to clear. Organizations like NB2A create those pathways and seek to close the gap in wealth. Whatever your background, if you value diversity in your breweries and pubs, groups like NB2A are essential connective tissue to bringing that reality to life.

Origins

Back in the early 1990s, as I was trying to will Clyde Drexler, Terry Porter, and company to an NBA championship they’d never win, I couldn’t have imagined that the dime-dishing point guard of the Phoenix Suns, who bedeviled us in the 1990 conference finals, would go on to become the mayor of Sacramento. Or later, the mastermind behind a Black brewer’s trade organization. But that’s how it started. The other Kevin (Asato) described it.

“Absolutely there have been efforts to coordinate black brewers together [locally], but from a national perspective, the work Kevin has done hasn’t been replicated before. As the owner of Oak Park Brewery, Kevin was reaching out and connecting to other Black brewers, and there was that constant dialogue that, hey, there’s no community of Black brewers that is (1) a safe meeting place, and (2) a larger body that can help us congregate resources and help us overcome obstacles.”

After he left the NBA, Kevin Johnson spent nearly 20 years as the president of a charter school before mayor of Sacramento, his home town, from 2008 to 2016. During his time as mayor, he built up a network of nonprofits to help bolster his initiatives as mayor. He seems like a serial starter-upper, with projects in the private sector as well—including, of course, Oak Park Brewing. “He had the experience and, just given his connections and relationships, has really been able to bring it to life,” Asato said. “The long and short of it: Kevin Johnson had the idea, had the resources, had the capability, to spearhead and lead this project.”

Goals and Activities

Kevin Asato mentioned the barriers to Black ownership as one of the group’s main concerns. Local, state, and federal governments spent decades operating separate systems for White and Black Americans, policies that have left the latter with far less wealth. Asato started by mentioning that money is one way to bridge the gap, and NB2A is identifying partners “who can be a source of funding and capital.” I was surprised to hear the goals went further than owners, though.

“We recognize that brewery ownership isn’t for everybody. One of the other key points about this organization is fostering a community of Black brewers. That term is expansive—it doesn’t necessarily mean a brewery owner, doesn’t necessarily mean a Black brewmaster. It could be somebody who’s dream lies in sales, but they want to focus on a Black brand or in a Black community. We going to be a resource for putting those people together.”

In a more traditional vein, NB2A will lobby politicians for laws that support their goals—but with a twist. Asato plans to place a special emphasis on Black lawmakers. “We haven’t done a good job to educate our Black legislators about the revenue capability or the employment capability of our membership. We haven’t armed our legislators with these tools and information that can help them write and support legislation that is near and dear to us,” he said, before adding: “We’re really fortunate with Kevin [Johnson] having that political experience, being a two-time mayor of Sacramento. He has an understanding of that landscape.”

Kevin Asato has loads of relevant experience, too. Working for NB2A is a bit of a homecoming for him; his first real job was working for Anheuser-Busch restocking coolers in the San Fernando Valley, a job he loved. “Everybody wanted to see the Bud guy!” He also worked for LA’s Beauchamp, the first black-owned Miller distributorship, and went on to a career in beverages that included soft drinks and liquor. He has experience expanding opportunities for BIPOC entrepreneurs, serving on the board of whiskey-maker Uncle Nearest’s Venture Fund. If Kevin Johnson was the spark that got NB2A organized, Kevin Asato looks to be the one to implement its future initiatives.

A Big Tent

One thing I wondered about was the focus on Black brewers, when a broader BIPOC coalition might have had more muscle. Asato agreed. “We identify as Black because, well, Kevin is Black,” he began. “But this isn’t meant to be exclusionary. Other organizations that narrow it down pick up where the larger organizations fall off. So in this case, I think there will be other demographics who absolutely benefit from the work we’re doing.” Later, when I asked about who could join the group, he repeated this point. “Once again, we’re not exclusionary. You can be any race, color, or creed. Membership is for those who actually see a value in what we’re doing.”

The membership drive comes next month, and we’ll learn more about how we can join. To me, the most powerful element of NB2A is this focus on inclusion. I have often felt like we’re in a moment of diminished imagination in the US. Everyone can empathize with underrepresented groups, no matter their own identity. We do this all the time. In movies and books, we empathize with the protagonist, whether it’s Tony Stark or T’Challa/Black Panther or Wonder Woman. That empathy is a force multiplier. In welcoming supporters from all corners of society, the NB2A is stepping into that protagonist role and asking us all to join in. It’s a great approach, and I look forward to joining in some capacity myself.

As an example of this dynamic in action, the group got off to a great start with a $225,000 donation from Boston Beer.

“They’ve been such a great partner, not only from a financial standpoint, but the financial literacy that comes with ownership,” Asato said. “We welcome other craft beer sponsors who think that what we’re doing is valuable to step in as well.”

As for what comes next? “I’ll say this: stay tuned,” Asato said. He hinted at some big announcements to come. In the spirit of the group’s focus on inclusion, I encourage everyone to watch the news. Whatever plans NB2A launches, you’ll be invited to help make them happen.