New Riff Distilling continues change the way distilleries engage with its fans by putting their whiskey where their mouth. The distillery recently announced a limited edition release of its flagship bourbon as part of the “Black is Beautiful” initiative. Bottles will feature a custom etching showcasing the symbolism of the movement.
Black is Beautiful is a collaborative effort between the brewing and spirits community and its customers to bring awareness to the injustices that many people of color face daily. Its mission is to bridge the gap that’s been around for ages and provide a platform to show that the brewing community is an inclusive place for everyone of any color. Launched this summer by Marcus Baskerville of San Antonio’s Weathered Souls Brewing Co., the initiative also donates to local organizations that support equality and inclusion. New Riff is joining with more than 1,100 breweries and distilleries in all 50 states and across 21 countries, including several Greater Cincinnati breweries who have joined the collaboration.
“Participating in the Black is Beautiful initiative seemed like a natural fit for New Riff, and not just because we also have roots in the beer community,” said New Riff Distillery Brand Ambassador Alina Allread. “We believe in equality, transparency and in the ripple effect that takes place when we work on improving our own corner of the world. We are fortunate to work for a company that is richly diverse at every level, but we know our reality does not exist in an echo chamber. If we can work on our own corner and spread love, inclusivity and acceptance — then our efforts can ripple out and we can not only help inspire others to do the same, but we can continue to educate and grow within our own ranks to ensure New Riff Distilling remains an example of how it can be — and how it should be.”
New Riff will donate 100% of proceeds from the special release to the Cincinnati Music Accelerator, an organization committed to assisting artists across the diversity spectrum.
