Los Angeles-based brewer People’s Republic of South Central won the 15th edition of Brewbound’s Pitch Slam competition, presented by Ollie, a Next Glass company.
The social mission-focused craft brand bested five other finalists before a panel of industry experts to claim the top spot. Finalists included Trusted Gut, Dr Hops, Crooked Owl, Gay Water and Vine Street Brewing Co. They were selected from a semifinal round on Wednesday, in which 12 entrepreneurs delivered two-minute pitches about their brands.
In a four-minute pitch, co-founder Craig Bowers told the story of his brand’s mission: showing how “craft beer might be able to make a meaningful contribution to the overall conversation” about mass incarceration, poverty and other drivers of disparities.
“We made a pledge that 75% of our employees will live within two miles of the brewery,” said Bowers, adding that the company pays a living wage and is planning on becoming B-Corp certified.
But citing Ben & Jerry’s Ice Cream as an example, Bowers offered the argument that the company can invest in its community while being “here to make money and here to provide a return for our investors.”
Co-founded by California natives and U.C. Berkeley graduates Bowers and Samuel Chawinga, PRSC debuted its inaugural beer in 2020. Since then PRSC’s brewery and taproom has become its greatest revenue driver. Now it is slated to become much more by adding three restaurants, a live performance venue, a coffee shop and multiple indoor and outdoor spaces by mid-next year.
The founders illustrated the opportunity for a brewery and retail hub in south central Los Angeles by comparing the lack of breweries in the area to neighboring beer capital San Diego and even smaller California cities like Sacramento. The co-founders plan to build on its local distribution opportunities— including three of L.A.’s major athletic and entertainment venues—and its relationship with the community before growing distribution too wide.
“We’re trying to make this a lifestyle brand for the entire neighborhood, where people can get invested in the brand overall and ride with us,” said Bowers.
Judges applauded the founders on the liquid, mission and the clarity of its message and target consumer.
“I wrote down ‘doing good as a requirement,’” said judge Carrie Yunker. “And that just resonates on the packaging, through how your beer tastes, and how you represent the brand.”
The judges for the final round included Yunker who is executive vice president of Bell’s Brewery; Michelle Abdollah, category manager of alcoholic beverages, Extra Mile; Donn Bichsel, founder, 3 Tier Beverages; Yair Tygiel, founder, Sunboy; and Ryan Lake, principal; Arlington Capital.
In addition to bragging rights, the champion walked away with an industry awareness-building packaging valued at $10,000 and free registration to Brewbound Live Winter 2024. Past winners of Brewbound’s Pitch Slam competition include: Sunboy, Funkytown Brewery, Lunar Hard Seltzer, Crowns and Hops, Wilie’s Superbrew, Novo Brazil Brewing, Armada Brewing, Border X Brewing, Hopewell Brewing, Wynwood Brewing Company, Braxton Brewing Company, CODA Brewing, Appalachian Mountain Brewery, and 5 Stones Brewing.