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Craft Partnership: Against the Grain, Nowell Family Foundation & A Beer for Bradley

Updated: Sep 13, 2021

A Beer for Bradley brewed by Against the Grain Brewery in Louisville, KY, and is dedicated to raising awareness for musicians in addiction recovery. Inspired by Bradley Nowell, the late frontman of reggae rock band Sublime, A Beer for Bradley is the conception of co-owner and CMO of ATG, Sam Cruz. This recipe and brew leverages the giving spirit of people involved in the craft beer industry to raise funds for the Nowell Family Foundation to open Bradley’s House, a six-bed recovery facility that will provide treatment for people in the music industry with opioid addiction, regardless of their financial situation. The goal is to offer a top level of clinical care, including medical detox and the ability to treat the most acute cases, through nationwide partnerships.

The Nowell Family Foundation: The Nowell Family Foundation provides addiction recovery services to the music community through the combined strength of the industry and those who have been touched by the power of music. For years, the Nowell family has sought ways to help others avoid the tragedy of drug overdose. While working with longtime family friend Todd “Z-Man” Zalkins, who helped Jakob Nowell (Bradley’s son) get clean and sober, the plan to create the Nowell Family Foundation evolved. As Papa Nowell says, “We have finally found something we truly believe in doing – and that’s helping others who are struggling with addiction.” Kellie Nowell (Bradley’s sister), who is actively involved as the Executive Director, is dedicated to the growth of the NFF and to ensuring its stability, allowing it to serve others for many years to come.

Pours for Positive: In 2021, Against the Grain joined the Pours for Positive initiative to amplify their messaging around Bradley’s House and to build awareness of the effort in the broader marketplace. When joining P4P, Sam shared his enthusiasm for the partnership: “Being a part of the community is about giving, not taking. Pours for Positive allows us to connect with charities and organizations on a much larger scale.” Pours for Positive is proud to support the efforts of Against the Grain and the Nowell Family Foundation as they work to improve the support network of musicians recovering from substance abuse.

The Launch Party:

We officially launched Pours for Positive at the Craft Brewers Conference in Denver with a handful of dedicated partners during our benefit event and concert at Great Divide Bottling Hall on Saturday, September 11th. There was a free concert featuring The Tenth Mountain Division with special guest Jakob Nowell (son of Bradley Nowell), and donations benefited the Nowell Family Foundation.

Check out the list of partners that joined us for this fantastic night!

  • Against the Grain Brewery (Louisville, KY)

  • Cerebral Brewing (Denver, CO)

  • Griffin Claw Brewing Company (Birmingham, MI)

  • Saint Archer Brewing Co. (San Diego, CA)

  • Tripping Animals Brewing Co. (Doral, FL)

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