• Mirage Beer announced the release of its Crips and Bloods themed beers, with bandana-designed cans and names like “Snitch Blood” and “Where you from.”
• The Seattle-based brand was quickly met with backlash online, with many calling the concept offensive and in poor taste.
• The company deleted the post and issued an apology saying that it would rename the beers and donate the proceeds to the Southern Poverty Law Center, along with other organizations recommended by the public.

Products Announced

A Seattle-based brewery apologized for its Crips and Bloods themed beers on Tuesday after facing much backlash online.

Mirage Beer initially announced the released in an Instagram post on Sunday by sharing a photo of the bandana-designed cans. One can was labeled “Snitch Blood,” while the other was labeled “Where you from.” The caption on the post included descriptions of the beers and said they would be available for sale starting Tuesday, May 28.

But the launch was quickly canceled after a number of people called the products offensive.

Reactions

Most of the backlash came after a tweet from the account Beer Kulture, which describes itself as a brand that merges beer and urban culture. The account called Mirage Beer “entitled,” and said, “people have died over that shit you’re trying to use to be down & kool.”

Others chimed in with similar responses.

This is so fucked up. Knowing all the CHILDREN that died because of that, I fail to see the quirkiness of these cans.

— Robin LeBlanc, from work (@TheThirstyWench) May 27, 2019

This is just awful. Absolutely horrified but sadly not surprised as the deaths of POCs have been treated as entertainment for so bloody long that to some, using them as a marketing tool must seem perfectly acceptable. How much longer are we going to be dehumanised like this?!

— Amethyst Heels (@amethyst_heels) May 27, 2019

Many also called for the brand to support communities heavily impacted by gang violence.

I hope the proceeds are going to inner city youth programs to keep kids off the streets.

— te-nice-ah (@MzTemenah) May 27, 2019

This is not a game! What’s up with this? Your intentions would be really nice to try to understand.

This is serious shit for many people.

You want to be cute? Sponsor a 3 on 3 or an art event in an inner city (and stay for the entire event).

— Kristine Gauthier (@kgauthier7) May 27, 2019

Brand Apologizes

Mirage Beer’s owner, Michael Dempster, apologized for the products with a brief statement posted on Instagram.

The post reads: “Full agree those lables were a dumb idea. Still going to release the beers, but obv with new names, and all proceeds going to the Southern Poverty Law Center.”

View this post on Instagram

UPDATE: I want to direct any concerned to what I hope is a thorough apology–it’s linked in this page’s bio.

A post shared by MIRAGE (@miragebeer) on May 27, 2019 at 11:42am PDT

The caption below that post was later updated to say that a more in-depth apology was linked in the account’s bio. “I deeply regret the obvious element of appropriation, and further, that they trivialized the impact of gang violence on marginalized communities. I’m embarrassed and ashamed to find myself here,” the longer statement reads.

“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,’ the post continues.

“I hope to further demonstrate my remorse in a way folks find meaningful, emphasizes the importance of inclusivity in beer, or otherwise helps prevent anyone from making similar mistakes.”

Dempster closes the apology by asking the public to offer suggestions of organizations that the brand can donate proceeds to, aside from the Southern Poverty Law Center. He also said he didn’t want to “just throw money” at the issue, but called it a “reasonable step.”

See what others are saying: (Yahoo Lifestyle) (Fox News) (Daily Mail)

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