About Us
If you walk into any given brewery, one thing you’ll notice is that both the folks enjoying a beer and the people running the place typically don’t look that much like the world outside. And that’s the problem Link Up exists to address.
Great flavors, welcoming vibes and great beer can and should be enjoyed by everyone, no matter where you come from. Link Up is a not-for-profit organization with the mission to diversify the beer industry by connecting talented Black, Indigenous and People of Colour (BIPOC) within the craft beer industry and providing financial assistance in their education.
Check out our FAQs for more details about who we are, and how the program works.
MISSION
Our mission is to connect and uplift talented and passionate individuals from BIPOC communities within the craft beer industry to diversify it and make it more welcoming to consumers from any culture.
VISION
Craft beer is for everybody. We see the future of craft beer as diverse. Every taproom should represent the world outside. Every brewery should have BIPOC representation at all levels and take flavor inspiration from cultures around the world.
PILLARS
DIVERSITY
Everyone should feel welcome to enjoy craft beer.
INCLUSION
Everyone should feel welcome to participate in craft beer.
GROWTH
Everyone grows in leading by example as more cultures are involved in craft beer: the individuals, the industry, and the communities.
Link Up consists of a multi-pronged approach to diversifying the craft beer industry. On the brewery side, we focus on education, whether that be assisting BIPOC applicants in their journey to become a Certified Cicerone®, or providing financial support via scholarships for a beer-related program in educational institutions. We expose BIPOC individuals who are new to craft beer to the possibilities within the industry, whether they simply become drinkers or want to pursue a career, it all contributes to growing and diversifying the industry. We raise money to assist our BIPOC applicants via our three annual collaboration series, our Link Up Got Bars Tap Program, and donations.