African American entrepreneur brings fresh vision to Michigan’s beer landscape
Evan Fay stands at the precipice of history. On March 23, his Roar Brewing Co. will pour its first official pints, establishing itself as Detroit’s first African American-owned brewery — a milestone that seems long overdue in a city with deep Black cultural roots.
Pioneer in brewing and business
Forging new paths. After serving in the United States Air Force, Fay returned to his hometown with a vision shaped by experiences in craft beer havens like Fort Collins and Wyoming. What began as appreciation for quality brews evolved into a business plan aimed at filling a conspicuous gap in Detroit’s otherwise thriving craft beverage landscape.
The brewery’s upcoming launch represents more than just another taproom in a crowded market. It arrives as a cultural touchstone in a city where Black entrepreneurs have historically faced steeper challenges accessing capital and mentorship, particularly in the craft brewing industry.
A brewery built on Detroit pride
Automotive and athletic inspiration. Roar’s branding draws deliberately from Detroit’s industrial heritage and sporting culture. The name itself evokes both the mechanical power of Motor City’s manufacturing history and the energetic fanbase supporting the city’s beloved sports franchises.
This connection to local identity runs deeper than marketing. Fay designed the brewery’s aesthetics and offerings to celebrate authentic Detroit experiences, from the industrial-chic taproom featuring reclaimed materials from historic factories to beer names that reference neighborhood landmarks.
The flagship Honey Oat Stout leads a diverse opening lineup crafted to balance approachability with distinctive character. Rather than chase brewing trends that might alienate newcomers to craft beer, Fay has developed recipes intended to welcome both connoisseurs and casual drinkers.
Confronting industry barriers
Seeking wider representation. The statistics remain striking: less than one percent of America’s craft breweries operate under Black ownership. This disparity stems from numerous factors, including historical inequities in access to capital, limited mentorship opportunities, and high equipment costs.
For Fay, this reality meant looking beyond local resources for guidance. The National Black Brewers Association provided crucial connections and knowledge, offering paths around obstacles that have traditionally kept African Americans underrepresented in brewery ownership.
Kevin Asato, who serves as the association’s executive director, identifies brewing equipment as perhaps the most significant barrier to entry. The organization’s Brewing Equipment Donation Grant Program, launched last year, directly addresses this challenge by connecting aspiring Black and Brown brewers with donated production systems.
The initial investment represents a formidable hurdle for many entrepreneurs. Equipment costs alone typically demand between $500,000 to $1 million before a single batch can be produced.
Creating community spaces
Beyond beverages. Fay’s military background influenced his conception of what a brewery should offer its neighborhood. His experiences visiting taprooms during service deployments revealed how these establishments function as gathering spaces that transcend their role as mere drinking establishments.
Roar’s business model incorporates this community-centered approach. The taproom includes flexible areas designed for hosting events, educational workshops about brewing traditions, and collaborative meetings with other local small businesses. Programming will emphasize inclusivity, with regular alcohol-free gatherings planned alongside traditional brewery activities.
This community focus represents a growing trend in the craft beverage industry, where successful breweries increasingly position themselves as neighborhood anchors rather than just production facilities. For Detroit’s historically underserved communities, such spaces can provide economic and social benefits beyond their direct employment impact.
Looking toward sustainability
Environmental and financial balance. Fay’s business plan acknowledges the challenges facing small breweries in today’s competitive market. By implementing sustainable practices from the outset—including water reclamation systems, grain recycling partnerships with local farms, and energy-efficient brewing technologies—Roar aims to control costs while minimizing environmental impact.
These initiatives reflect broader industry concerns about resource consumption in brewing, which traditionally requires significant water and energy inputs. They also align with Detroit’s ongoing efforts to rebuild with greater environmental consciousness.
Catalyst for change
Opening doors for others. As Roar prepares for its debut, Fay recognizes the significance of the moment extends beyond his personal achievement. The brewery stands poised to serve as proof of concept and potential inspiration for other African American entrepreneurs considering entering the craft beverage space.
What begins as one taproom could ultimately help reshape Detroit’s brewing landscape toward greater diversity—a transformation that would enrich the city’s cultural fabric while creating additional pathways to business ownership for underrepresented communities.
With its combination of local pride, inclusive atmosphere and quality products, Roar Brewing appears well-positioned to make lasting contributions to Detroit’s evolving identity as it recovers from decades of economic challenges. Through thoughtful community engagement and authentic connection to the city’s heritage, this pioneering establishment may indeed help Detroit’s craft beer scene find its voice.
