Elusive Brewing has confirmed that its first beer of 2023 will be an iteration of Brave Noise, supporting a global effort to provide inclusive and safe environments for women, BIPOC, and LGBTQIA+ people in the beer industry.
It began with Brienne Allan’s question on Twitter: “Have you ever experienced sexism in the beer industry?” This received an overwhelming international response. Brave Noise was born from this to honour those who have shared their stories and to raise awareness of anti-discrimination across the beer industry.
By brewing a Brave Noise beer, Elusive hopes to help to bring about a positive change in the beer industry. The beer will be a West Coast pale ale, Elusive’s take on the original Brave Noise recipe which has been brewed across the world. It will feature Mosaic, Sabro, and Talus hops, kindly donated by Barth Haas X.
“There has been much talk about the issues faced by women and minorities in the beer industry over the past few years but very little action, especially in the UK,” said Ruth Mitchell, managing director of Elusive Brewing.
“All too often people are outraged by the stories shared, but then don’t do anything to improve things, and when they are no longer the hot topic, people move on. I am incredibly proud that, by taking part in Brave Noise, we are making a stand as a company, and doing something to help to make a real positive difference to our industry.
“The beer industry is, on the whole, a wonderful, inclusive, encouraging, and supportive one, but the overwhelming reaction to Brianne’s question shows that we still have a way to go. So far 15 of the 2000-plus breweries in the UK have brewed or pledged to brew a Brave Noise beer. There is still time to sign up and we really hope that more breweries join us to help make a great, big, brave noise.”
Proceeds from the sale of Elusive’s Brave Noise beer will help to support The Coven by funding the training of two Wellness Officers who will help to make beer festivals safer for all.
Pip Young, founder of The Coven, said: “We are genuinely humbled that Elusive and partners believe in what we are trying to build here at The Coven. What started as us doing our small part to tackle inequality in beer, has grown into a mission to end inappropriate behaviour at festivals.
“This has been made possible by generous donations and the belief we have been offered by our industry peers. We must be doing something right to have such brands and breweries put their reputations and support behind us!”
Elusive Brewing’s Brave Noise will launch at A Hoppy Place, in Maidenhead, on Saturday, 4th February. A Hoppy Place will be donating 30% of its profits from the event to The Coven. Brave Noise will also be available on tap and in cans at women- and non-binary-led businesses across the UK from that date.
