SAMPLE for RARE diversity range

A new limited-edition beer, created by Melbourne-based beer company SAMPLE Brew for Sydney event D&AD RARE has been developed using data that demonstrates the lack of diversity in the creative industry.

Titled SAMPLE for RARE, the new beer aims to kick-start the much needed diversity discussion across the industry.

SAMPLE for RARE 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 create a brew that is representative of the industry it was borne out of.

SAMPLE Brew’s Brand Director Ennis Cehic says, “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.”

The beer draws its inspiration from the philosophy of RARE – to champion diversity in the creative industry – with key ingredients formulated to 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, while 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”, says Arron Ollington, Head of Brand Experience & Activation at SAMPLE Brew who project-managed the multi-collaboration.

Non-European individuals and those with a permanent disability or special needs are also included, with 12% EBC (European Beer Convention) and 2.8% flavour component.

RARE co-chair, Tara McKenty, said, “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 for change and increased representation. It marks the flavour of now and we hope it starts a discussion in the industry.”

A first of its kind in Australia, 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 original works on the bottles convey 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 24th 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.