“My Color Is Not a Sin”, “Call Me By My Name”, “I’m Black with a Beautiful Soul”, “I Do It With Dedication”, “My Hair Is My Power”. The phrases above illustrate the five anti-racist labels being launched by the Wienbier brewery to celebrate Black Consciousness Day, celebrated on November 20.
In addition to the title/phrase, the label indicates why the action is racist. In a limited edition, the five labels are for the same beer, the Wienbier 56 Black Lager Puro Malte, made by black brewmaster Paulo Silva. The beer and the labels had the participation of Implicantes, the first brewery run by black people in the country, created in 2018 by Daniel Dias and his brother, Diego Dias, who is also a graphic designer.
“We were very excited about the invitation to participate in the project. It is a challenge to portray, through art, structural racism in a way that reaches different audiences”, says Diego, who explains that the inspiration for the labels came from the urban culture of the lambe -lick.
There are only 20,000 units, sold in 473 ml cans, which will be available in selected markets. The dark lager has 4.7% alcohol and 23 IBU (bitterness unit that comes close to 100).
Despite the union between Wienbier and Implicantes, the idea for the anti-racist series came from Ball Corporation, which makes aluminum packaging.
🇧🇷[A ideia nasceu] in one of our Ball Networks, a racial diversity affinity group that has employees from different parts of Brazil. In 2022, we recorded 43% of racial diversity in our hires, surpassing the target set for the year”, declares Suellen Moraes, diversity and inclusion manager for Ball in South America. “Now we also have the chance to take anti-racist messages to consumers, with an inspiring work done together with our clients”, he completes.
Part of the profit from the labels will go to Instituto Identidades do Brasil (ID_BR), in addition to an initial donation made by the can manufacturer.
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