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prominently across the front: “Wherever you go, you belong.” I ask her about it and she tells me a story from when she was about 14 or 15 years old. She and her mother were on their way to an Italian wedding at a country club. When they pulled up outside young Barb turned to her mother and said, “Mom, are we gonna be the only Black people here?!” Her mother’s response was firm: “It doesn’t matter because anywhere you go, you belong.” “And that phrase really stuck with me!” Barb exclaims. It’s a mentality she has relied on since, no matter the context, and it is also something she tries to instill in the women she coaches and works with. And this goes not just for the women she knows in beer, but in all the jobs she has held. She informs me that she worked for the North American International Auto Show for 15 years, which was another female-minority space, and a role that required significant travel. She used to encourage the other women on the road to go out on their own and explore places in new cities they may not otherwise have considered. ‘Wherever you go, you belong,” she reminded them. REALITIES CO-EXIST One of the things that really struck me about Barb’s social media presence is that she manages to portray her experience in the industry in a manner that is both honest about dysfunction and joyful. Yes, she addresses the problematic stereotypes she encounters like, “Black women don’t drink beer,” or she will occasionally poke fun at the IPA-bro lecturing her at a bar. But over all, her coverage is enthusiastic and celebratory. I ask her about how those two realities co-exist for her. She responds that part of it is her personality: she is not someone who holds on to anything, good or bad. ‘Water off a duck’s back,’ seems to be her modus operendi . The reality however, is that she simply has had very few negative experiences in beer. “Real beer people who I have hung out with have been a joy from the beginning, all the way to the end.” She knows some people suspect she is being disingenuous – plenty of people of color have a different story to tell after all – but she also thinks that there is an ongoing perception of the craft beer world in particular as an unwelcoming one for some, and it's a question of addressing and perhaps even shifting that underlying assumption. While acknowledging the very real issues that remain with regards to diversity in the sector, Barb adds: “We can have progress, and still have far to go.” SHIFTING PERSPECTIVES Speaking of progress, over the past five years specifically, Barb says she has seen more and more Black women who want to work in the beer industry taking the reins in various capacities. “I 100% believe that Black women are going to be more a part of it [moving forward.]” And, she’s quick to point out, “it” doesn’t just mean brewing. There are important roles on the operations side, including marketing, which she argues greatly benefits from having a diverse team. The resulting messaging is just inherently more inclusive. In the US, beer marketing has historically targeted white males, which is an enormous missed opportunity. After all, according to the chief economist of the Brewers Association, “The American beverage alcohol consumer is increasingly BIPOC and female….That shift is ongoing and will likely continue going forward.” This part of the conversation raises once again, for me, the related question of storytelling, and what role it plays in our perceptions and experiences. It seems Barb agrees: “Storytelling is so important to me,” she begins. “Storytelling in this industry would really help it out because, for example, hearing people’s stories is the reason I can tell you my story. It’s so important because it passes down vital information…and can be done in a fun way!” And Barb would know: she has become something of an expert in tackling difficult subjects in a light hearted tone. She hopes that those listening to her stories are left with a sense that they themselves can be a catalyst for change – whether that change is exploring a new space, or enacting change in the space you already inhabit. PULLING PEOPLE UP We often hear people say that we need to “educate the public” on craft beer; it is something I have said myself, and there is some truth to it. But I also now think that position may be a little reductive, and perhaps even patronizing. I am not sure the industry needs to “educate” anyone as much as it needs to truly welcome and wow those who express an interest, and do so with the product itself, the experience we create, and the stories we share. Barb’s love for the beer industry was inspired in part by the camaraderie she so often witnessed around her; she now works to extend the same: “I am here and my hand is out, pulling people up.” To date, Fermenta has awarded over $29,000 in scholarship funds to its members. The organization also offers networking and educational events and opportunities, and focuses on empowerment and inclusivity in the fermented beverage and food industry. 22 | Summer 2023 | ontapmag.co.za