Charlotte, N.C. / July 14, 2020 - Over the last several years, craft breweries have been one of the top trending businesses in the food and drink industry. For millennials, they serve as a new location to socialize, but like many industries, there’s a lack of diversity when it comes to the owners of these establishments. David McMullin Jr. ’12 is hoping to change that. The alumnus was recently mentioned in a Forbes article for his business, Mack Brewing Co.
“I want to be the Allen Iverson of craft beer. Does he have a ring? No. Is he one of the best players ever in the game? Yes,” McMullin said.
McMullin first gained interest in craft brewing as a student at Johnson C. Smith University. “I was always the guy that would bring a new beer or drink to the party,” he added. During his time on campus, he used his friends as guinea pigs and regularly visited local breweries to perfect his craft. However, it wasn’t until he attended Fresh Fest, a national festival for Black-owned breweries, when he realized the potential of his product.
“Garrett Oliver, the owner of Brooklyn Brewery, who’s been in the craft beer business for nearly 30 years, tasted my brew and that’s when I knew I definitely had something.”
While McMullin attended the festival, he wasn’t there as a vendor, but as a spectator, because he cannot legally sell beer. “I sell the label on the bottle and you get a free gift with that label; a six-pack of beer,” he said. Once he secures a location, he can then sell his brew.
Despite not having a brick and mortar location, he’s been featured in multiple publications and is building a buzz in the craft beer industry, largely due to his marketing efforts. “I took the Nike approach,” he said. “I sent the brew to target blogs who wrote articles on my brand and that really helped with the momentum.”
He learned Nike’s marketing strategy, which uses influencers, from Dr. Jemayne King, who teaches Sole Food: Digestible Sneaker Culture at JCSU. Although McMullin has graduated, the two remain close, and he utilizes the tools learned in King’s class to help grow his business.
Within the next five years, McMullin plans to open a microbrewery, or storefront, in his hometown of Philadelphia, which highlights the contributions of Blacks within the city. “Philly wouldn't be anything without us and we don't have a foothold on the history and culture.” Although McMullin realizes white culture dominates craft beer, his main objective is to reach people who do not typically drink craft beer, many whom are people of color. “That's how my first recipe came about - I created craft beers for my friends who typically drank store-bought beers.”
McMullin hopes his determination to help diversify craft brewing influences Smithites to pursue their dreams no matter what industry it may be in. “I want to give people a beacon, so to speak, to be different and dare to be different,” he emphasized.
