Over a dozen breweries, distilleries and malthouses want you to color in their artwork to support independent restaurants.

By Mike Pomranz
January 08, 2021
Credit: Courtesy of RadCraft

Food and alcohol are already a match made in heaven—but now a mix of craft beer and spirits industry brands have found a unique way to raise money to support one of America's most respected food organizations: a boozy coloring book.

Available now on the digital publishing site Issuu, The RadCraft Industry Relief Coloring Book is an 18-page printable publication that can be downloaded for $5.50 with all proceeds going to support the James Beard Foundation's Open For Good campaign—a program launched "to ensure that independent restaurants not only survive, but that the industry is able to rebuild stronger than before."

Credit: Courtesy of RadCraft

RadCraft—a marketing company that bills itself as a "craft beer co-op"—created the book by fleshing out the logos of 13 of its partner malthouses, breweries, and distilleries into a 21-and-over adult coloring book. The concept was apparently conceived during a Zoom chat which is also where the participants—many of which are featured in the book—chose the James Beard Foundation as the beneficiary.

"It's been an incredibly challenging year for the independent food and beverage industry which employs over 11 million people nationwide," Kris Moon, chief operating officer of the James Beard Foundation, said in announcing the partnership. "After the pandemic hit, the Foundation quickly directed all of our resources to helping the industry to survive this crisis. We are only able to continue that work thanks to the generous contributions of partners such as RadCraft. We are incredibly grateful for their support as we work to keep helping the industry remain Open for Good."

Credit: Courtesy of RadCraft

In the book, you'll find intricately expanded designs built around artwork from Bonfire Brewing, Boulder Spirits, Deerhammer Distillery, Karl Strauss Brewing Company, Laws Whiskey House, Lone Tree Brewing Company, Murphy & Rude Malting, Pagosa Brewing, Root Shoot Malting, Ska Brewing, The Empourium Brewing Company, Thirsty Monk Brewery, and Woods Boss Brewing.

"Put simply, independent restaurants elevate craft beverage brands," RadCraft explained to me via email. "Their survival is our survival. The cost of the RadCraft Industry Relief Coloring Book is about the cost of a craft beer on draft, by design. Will you 'buy a beer' in honor of your favorite independent restaurant? That's what we hope to empower consumers to do across the United States with the purchase of this book."

If you do purchase the book (www.issuu.com/radcraft), RadCraft is also encouraging people to share their coloring prowess on social media with the hashtag #radcraftindustryrelief to help spread the word.