How woke is VooDoo Ranger?

Introduction

Voodoo Ranger is a craft beer line from New Belgium Brewing Company that has gained significant popularity in the beer world. Known for its bold and flavorful IPAs and distinctive skeleton mascot, the brand has attracted a devoted following. However, Voodoo Ranger’s appeal goes beyond just its taste profile. The brand is notable for its strong commitment to progressive social and environmental causes, which may lead some to question its stance on traditional values.

Financial Contributions to Progressive Causes

There is no specific information about financial contributions or social initiatives for Voodoo Ranger. However, its parent company, New Belgium Brewing, allocates $1 per barrel of beer sold to support various initiatives, including social equity and sustainability efforts. 

In New Belgium’s words:  “Every beer you buy gives back. Our breweries are strongly rooted in community. Since 1991, we’ve donated over $31 million to help solve the world’s most pressing challenges.”

Prioritization of DEI Policies

Voodoo Ranger is pretty serious regarding Diversity, Equity, and Inclusion (DEI). Under New Belgium, the company has employee affinity groups and a DEI Coworker Council. This council advises on DEI strategy, coworker and customer experiences, and brand expression, ensuring that DEI principles are integrated into all aspects of the business.

“Direct action must be taken to redesign our economy and communities in a truly inclusive way. We are committed to taking bold action within our walls and amidst the entire craft beer community,” the parent company states.

Mandatory Training Sessions

Voodoo Ranger requires all employees to participate in DEI training sessions.  These sessions aim to educate staff about bias recognition, workplace inclusivity, and the value of diversity in business. The training is part of a broader DEI strategy that includes ongoing audits and improvement initiatives.

Taking it further, New Belgium also collaborated with HospitableMe to create a free inclusivity training program. This initiative aimed to support welcoming environments in numerous bars and restaurants, including those serving New Belgium products. The training was implemented in New Belgium’s taprooms, with their staff among the first to receive it.

Support for LGBTQ+ Initiatives

Voodoo Ranger and New Belgium Brewing are pioneers in supporting LGBTQ+ initiatives. They were the first craft brewery to hire a Diversity and Inclusion Specialist and have consistently scored a perfect 100 on the Human Rights Campaign’s Corporate Equality Index.

They offer comprehensive health benefits, including for transgender care, and oppose any discriminatory policies. Plus, their Pride Month release, Biere de Queer, donates all proceeds to LGBTQ+ organizations. These actions demonstrate a strong commitment to the LGBTQ+ community, which might contradict traditional views.

Marketing and Branding

Voodoo Ranger’s marketing strategy extends beyond simply promoting beer; it advocates for social justice and environmental causes.

As a Certified B Corporation since 2012, the brand’s parent company has pioneered environmental and social responsibility in the brewing industry, achieving milestones like the first certified carbon-neutral beer in North America and the first perfect score on the Human Rights Campaign’s Corporate Equality Index. 

Through initiatives like the Human Powered Beers program, Voodoo Ranger, under New Belgium, also leverages its products to drive social and environmental change.

New Belgium states: “We believe business should be a force for good. That’s why we push forward solutions to our time’s biggest social and environmental challenges.”

Conclusion

Under the New Belgium Brewing umbrella, Voodoo Ranger is a brand that wears its progressive values on its sleeve. With significant financial contributions to social causes, comprehensive DEI policies, mandatory training sessions, and robust support for LGBTQ+ initiatives, it positions itself as a champion of corporate social responsibility. However, this strong alignment with progressive values raises questions about its commitment to traditional American values and the potential alienation of conservative consumers. As Voodoo Ranger grows, its impact will undoubtedly spark further discussion.