You may recall that last year we partnered with a few of our fellow breweries in the Brewers Collective to improve beer-related stock photography. That initiative was inspired by a few things we noticed about a lot of beer stock photos: Not only did existing stock photography often include beers poured in incorrect glassware, bartenders pouring beer improperly, and dirty glasses, but it didn’t do a great job of showcasing the diversity of people who actually enjoy drinking beer. So the photo libraries we launched in 2018 included photography celebrating men AND women as well as racially diverse people. Those images have already been downloaded hundreds of thousands of times.
Today, we’re expanding those libraries once again. This update will focus on the inclusion of people with physical disabilities—who, we hear, are also fans of good beer.
To ensure the photo shoots were well-rounded and authentic, we partnered with Aaron Baker—a quadriplegic athlete, author, and ambassador—as creative director and consultant for the photoshoots. Aaron tapped his vast network of friends, family, and supporters to find diverse models to participate in the various shoots at Four Peaks and our Brewers Collective buddies at Golden Road, Goose Island, and 10 Barrel. The photos are now available for download on stock photo websites Pexels and Unsplash.
“I’m immensely proud that we’ve expanded our stock photography initiative to spotlight one of the most under-represented groups of people: people with disabilities,” says Brewers Collective President Marcelo “Mika” Michaelis. “We have an opportunity to be an advocate for inclusivity and diversity, not only for the betterment of our industry, but also to grow as a category. It’s imperative that all of our customers feel seen, heard and represented.”
An estimated 56.7 million Americans are currently living with some form of disability. Yet within visual media, people with disabilities are severely underrepresented, making up only 2.4% of speaking roles in film, 2.1% of roles in television, and 2% of individuals represented in stock photography.