It’s not news that the creative industry lacks diversity. But it seems to be easy to ignore. It has taken more than half a century to admit that women are under-represented and under-supported. And there’s so much more to diversity that the industry is yet to properly broach.
So Melbourne beer company, SAMPLE, and Maud have presented the industry’s lack of diversity in a way that makes it impossible not to grasp and makes it likely to be talked about. A beer whose brew is based on diversity stats.
SAMPLE for RARE is available for one night only. At the Sydney event, D&AD RARE, where the creative industry’s thinkers will gathered.
The beer uses data – developed by Workplace Gender Equality Agency and Clemenger NZ, across gender split in senior positions, LGBTQ representation, the gender pay gap, the number of non-European individuals, and those with disabilities or special needs. to It’s a beer that is representative of the industry it was borne from.
SAMPLE Brew brand director, Ennis Cehic commented, “We’re a brand that believes beer is the ideal supplement to conversations and creative thinking, and SAMPLE for RARE is the perfect example of our philosophy. It’s the ideal trigger for this important discussion.”
SAMPLE for RARE draws its inspiration from the philosophy of RARE – to champion diversity in the creative industry – with key ingredients formulated to the following statistics:
- Pale Barley and Pale Wheat make up 82.9% and 17.1% respectively to represent the male to female split of CEOs within the industry.
- The ABV (Alcohol By Volume), is set at 6% for the number of gay, lesbian and bisexuals in the industry.
- The IBU (International Bittering Units) sits at 21.9%, signifying the current pay gap between males and females.
“The pay gap is supposed to leave a bitter taste in your mouth,” noted Arron Ollington, Head of Brand Experience & Activation at SAMPLE Brew, which managed the multi-collaboration.
- Non-European individuals and those with a permanent disability or special needs are also represented, with 12% EBC (European Beer Convention) and 2.8% flavour component.
RARE co-chair, Tara McKenty, commented, “We wanted the beer to address two key things, and that is to highlight the lack of diversity within the creative industry, but importantly, to champion change and increased representation. It marks the flavour of now and we hope it starts a discussion in the industry.”
The limited-edition beer is a multi-collaborative project between SAMPLE Brew; design studio, Maud, co-founder of RARE, Tara Mckenty; and top international and local artists, Vexta, Gemma O’Brien, Minky Stapleton and Andrew J Steel, who created limited, hand-crafted designs for the bottles.
The artwork on the bottles conveys the artists’ take on what it means to be rare.
Only 570 bottles have been produced and will be available to try at the Rare Masterclass wrap party on November 24 from 5:30pm. Packs of the beer will be also be up for sale at the art auction alongside original artworks by the Rare artists in residence.
The event will be hosted in Sydney at The Glue Society and is open to all working in the creative industries – tickets and further event details can be found here.
Creative Director: David Park
Designer: Tom Fethers
Brand Director: Ennis Cehic
Head of Brand Experience & Activation: Arron Ollington
Creatives: Tara Mckenty & Stefanie DiGianvincenzo
Sample, Maud, D&AD, Rare Syd, The Glue Society, YouTube & Alt/Shift