Wokingham's Elusive Brewing launches new brew focused on equality

Published by

Sam Pither

Elusive Brewery in Wokingham

Elusive Brewing, a Wokingham-based brewery, is aiming to tackle inequality in the industry with its new Brave Noise pale ale.

The new brew takes its name from an initiative aiming to support equality in the brewing industry, inspired by a social media post which encouraging members of the brewing community to talk about their experiences with sexism.

This led to a collaborative project aiming to offer inclusive and safe environments for women, LGBT+ and BIPOC members of the brewing community through the creation of a range of beers under the Brave Noise banner and recipe.

Proceeds from Elusive’s brew will also support the training of wellness officers at The Coven, an organisation which sees safeguarding officers attending beer festivals.

The project is a collaboration between the brewery, Good Chemistry Brewing, Lallemand Brewing, and BarthHaas X, and sees a new oatmeal stout name No True Measure also brought to shelves.

Elusive’s managing director, Ruth Mitchell, said: “There has been much talk about the issues faced by women and minorities in the beer industry over the past few years but very little action, especially in the UK.

“All too often people are outraged by the stories shared but then don’t do anything to improve things, and when they are no longer the hot topic, people move on.

“I am incredibly proud that by taking part in Brave Noise we are making a stand as a company, and doing something to help to make a real positive difference to our industry.”

“The beer industry is on the whole a wonderful, inclusive, encouraging and supportive one, but the overwhelming reaction to Brianne’s question shows that we still have a way to go.

“So far 15 of the 2000+ breweries in the UK have brewed or pledged to brew a Brave Noise beer – there is still time to sign up and we really hope that more breweries join us to help make a great, big, brave noise.”

Elusive’s Brave Noise is being stocked in a number of Reading outlets, including The Grumpy Goat, The Alehouse, The Greyfriar, The Castle Tap, and The Fox and Hounds in Caversham.

Sam Pither

Sam is the Regional Editor of Biz News, responsible for both Hampshire and Dorset. A new recruit to journalism, Sam started writing for the Business Magazine as a freelancer in May of 2022 after completing his degree in English at University College London. His passion for local businesses and ability to tell a story soon caught the attention of the publication’s management team and have led to his meteoric rise. Sam, who lives in central Reading, takes a particular interest in technology, gaming and food and drink, having been a chef before starting his degree.