TRU Colors Announces Strategic Partnership With Molson Coors, Advancing Its Mission to End Street Violence and Unite Communities Across America

TRU Colors Brewery, the social impact company unifying rival gangs, today announced a strategic partnership with Molson Coors Beverage Company (NYSE: TAP; TSX: TPX) that will help accelerate the brand’s growth and distribution of its first product by summer 2021.

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Founded by George Taylor and rival gang leaders of the Bloods, Crips, and GD, TRU Colors is a for-profit brewery with a tightly integrated social mission to stop street violence and unite communities across America. TRU stands for Truth, Responsibility, and Unity.

The idea for TRU Colors was sparked five years ago when a 16-year-old was killed in a drive-by shooting. Since then, the company has invested in developing a sustainable business model and scalable social mission platform. The company’s strategy is unique, hiring active gang members and leveraging their skill and influence to end street violence and its drivers -- economic inequality, generational poverty, and racial divisiveness.

“At TRU Colors, we believe most street violence is driven by a lack of economic opportunity and societal exclusion, and therefore an inclusive economic solution is needed to stop it,” said George Taylor, CEO of TRU Colors. “Brewed by once-bitter rivals, our beer will be a symbol of the understanding and unity that’s possible when people are open to change. Through our partnership with Molson Coors, and the incredible talent of our team, the opportunities for our business and social impact are endless.”

Molson Coors is making an equity investment in TRU Colors and will serve as a strategic partner to assist the company with distribution strategy, brand positioning, supplier relationships, marketing and advertising consultation, and product formulation.

For Molson Coors, this is not only a strategic investment but also marks the latest in a series of actions designed to foster a more inclusive and diverse culture. The company announced a goal of increasing representation of people of color in our US operations by 25% by the end of 2023 across the country and committed to donating a cumulative $3 million to 26 local and national organizations dedicated to equality, empowerment, justice and community building from 2020-2021.