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A Washington brewery has been slammed and forced into issuing a groveling apology after it advertised a new line of 'Bloods and Crips' themed beers.
Mirage Beer, a Seattle-based company, announced the release of two new IPAs called 'Snitch Blood' and 'Where You From' in cans decorated to look like the red and blue bandannas worn by the rival Los Angeles gangs.
But the offensive branding was seized upon by the craft beer community which called Mirage Beer out for being 'entitled' and in very poor taste, forcing the company into an embarrassing U-turn.
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Mirage Beer, a Seattle-based company, announced the release of two new IPAs - called 'Snitch Blood' and 'Where You From' in cans decorated to look like the red and blue bandannas worn by the rival Los Angeles gangs
'F*** all the politeness, people have died over that s*** you're trying to use to be down & kool [sic],' Beer Kulture, an Instagram account dedicated to craft beer said, following the announcement of the two beers.
The account continued: 'Mirage Beer... those new beers y’all are releasing is a dub. Y’all are entitled, non creative Kulture vultures that deserves to fail, hard & fast.'
Mirage Beer Company, Michael Dempster released a statement accepting the labels were insensitive and created in poor taste
In response, Mirage Beer quickly deleted the post and scrapped the release, issuing an apology and promising to donate to a charity that works in communities affected by gang violence.
Mirage Beer said in the brief Instagram post: 'Fully agree those labels were a dumb idea. Still going to release the beers, but obv with new names. All proceeds going to the Southern Poverty Law Center [sic].'
Despite the apology, dozens took to social media to criticize the company, suggesting it trivialized gang violence.
One said: 'This is so f*****d. Knowing all the children that died because of all that, I fail to see the quirkiness.'
Another said he lost his son to gang violence and said the branding was a bad idea.
Then in a longer apology, owner of Mirage Beer Company, Michael Dempster released a statement accepting the labels were insensitive and created in poor taste.
He wrote: 'I deeply regret the obvious element of appropriation, and further, that they trivialized the impact of gang violence on marginalized communities.
Despite the apology, dozens took to social media to criticize the company, suggesting it trivialized gang violence. One said: 'This is so f*****d. Knowing all the children that died because of all that, I fail to see the quirkiness'
'I’m embarrassed and ashamed to find myself here. I was blind, and stupid, and I wish I could take it back — not for my benefit, but to prevent anyone from feeling like this industry is any more hostile and/or insensitive than it already is.
'This was not my intent, and that’s part of the problem: I hadn’t thought this through.'
Adding: 'It breaks my heart that I’m the reason for anyone feeling less welcome in the craft beer community, and I’m sorry anyone had to waste any energy at all on me or my ignorant label ideas.'
A Washington brewery has been slammed and forced into issuing a groveling apology after it advertised a new line of 'Bloods and Crips' themed beers.
Mirage Beer, a Seattle-based company, announced the release of two new IPAs called 'Snitch Blood' and 'Where You From' in cans decorated to look like the red and blue bandannas worn by the rival Los Angeles gangs.
But the offensive branding was seized upon by the craft beer community which called Mirage Beer out for being 'entitled' and in very poor taste, forcing the company into an embarrassing U-turn.
+1
Mirage Beer, a Seattle-based company, announced the release of two new IPAs - called 'Snitch Blood' and 'Where You From' in cans decorated to look like the red and blue bandannas worn by the rival Los Angeles gangs
'F*** all the politeness, people have died over that s*** you're trying to use to be down & kool [sic],' Beer Kulture, an Instagram account dedicated to craft beer said, following the announcement of the two beers.
The account continued: 'Mirage Beer... those new beers y’all are releasing is a dub. Y’all are entitled, non creative Kulture vultures that deserves to fail, hard & fast.'
Mirage Beer Company, Michael Dempster released a statement accepting the labels were insensitive and created in poor taste
In response, Mirage Beer quickly deleted the post and scrapped the release, issuing an apology and promising to donate to a charity that works in communities affected by gang violence.
Mirage Beer said in the brief Instagram post: 'Fully agree those labels were a dumb idea. Still going to release the beers, but obv with new names. All proceeds going to the Southern Poverty Law Center [sic].'
Despite the apology, dozens took to social media to criticize the company, suggesting it trivialized gang violence.
One said: 'This is so f*****d. Knowing all the children that died because of all that, I fail to see the quirkiness.'
Another said he lost his son to gang violence and said the branding was a bad idea.
Then in a longer apology, owner of Mirage Beer Company, Michael Dempster released a statement accepting the labels were insensitive and created in poor taste.
He wrote: 'I deeply regret the obvious element of appropriation, and further, that they trivialized the impact of gang violence on marginalized communities.
Despite the apology, dozens took to social media to criticize the company, suggesting it trivialized gang violence. One said: 'This is so f*****d. Knowing all the children that died because of all that, I fail to see the quirkiness'
'I’m embarrassed and ashamed to find myself here. I was blind, and stupid, and I wish I could take it back — not for my benefit, but to prevent anyone from feeling like this industry is any more hostile and/or insensitive than it already is.
'This was not my intent, and that’s part of the problem: I hadn’t thought this through.'
Adding: 'It breaks my heart that I’m the reason for anyone feeling less welcome in the craft beer community, and I’m sorry anyone had to waste any energy at all on me or my ignorant label ideas.'
