The of Urban Renewal Brewing says he hopes critics “can see the bright side” of the name of his new establishment.
On Monday, Block Club Chicago published a short feature about the brewery under the headline “Small But Mighty Urban Renewal Brewing Plans To Grow In Ravenswood.” Some Chicagoans responded by taking to social media to express outrage about the “tone-deaf” name of the brewery and the name of its IPA—”Razed.”
maybe they hand out educational literature that explains the problems of urban renewal with every pint…..
— Amanda Kass (@Amanda_Kass) July 30, 2018
James Moriarty, the and head brewer of the seven-month-old Ravenswood facility (and not to be confused with Sherlock Holmes’s fictional rival), says urban renewal wasn’t meant to refer to the mid-20th-century public policy in which federal funds were used to raze neighborhoods for redevelopment. About 23,000 families in Chicago—disproportionately poor people and people of color—were displaced by urban renewal programs between 1950 and 1966 according to a study released by the University of Richmond earlier this year.
Moriarty says the term was instead meant to specifically refer to the renewal of the 4,500-square-foot facility at 5121 N. Ravenswood. (Metropolitan Brewing had previously operated out of the space for years before moving to Avondale in 2017.)
“There’s the opportunity for the negative side of the term to come out, but people don’t need to look at the bad side of our interpretation of [urban renewal],” says Moriarty. “It has nothing to with urban redevelopment, necessarily. Hopefully, people can see the bright side of what we’re trying to do, and not harp on the past.”
“excuse me, bartender? can i get a white flight?”
— hot take jake (@jakeguidry) July 30, 2018
He adds that picking a name was “a challenge” because so many names were already trademarked. His first choice, Wicked River, had been taken by a distillery in Tennesee. “With 6,600 breweries in the U.S., it was a challenge to come up with something.” Urban Renewal was the last name on a list of 30 names he submitted for a DBA. “Once it came back clean, we committed to it,” Moriarty says.
Urban Renewal Brewing isn’t the only brewery whose name has generated controversy recently. Less than a week after a brewery in Lakeville, Indiana, announced it was naming its beers “Flint Michigan Tap Water,” “Black Beer Matters,” “Mass Graves,” and “White Guilt,” the Lakeville Brew Crew apologized and in a statement said, “the list of beer names has been wiped clean.”