Agency: Draftline NYC
Role: Senior Copywriter & Consultant
Client: Budweiser
Only .6% of American brewers are Black. In the wake of the 2020 fight for racial justice across the U.S., Budweiser felt the need to step up their efforts to address inequity within the company. The result was a new scholarship and internship program, and an opportunity to do some storytelling to launch the initiative.
I was brought on as a consultant with Draftline NYC to bring the story of Natalie Johnson, the company’s only Black Senior Brewmaster, to life in a way that was both authentic and impactful. The final film not only honored her legacy of 20 years at the company, but also allowed the brand to lead the beer industry in acknowledging its history and taking steps towards positive change.