WILMINGTON – TRU Colors, a startup brewery focusing on unifying local gangs and employing many of their members, is getting a potentially huge business boost from Molson Coors.

The beverage giant has made an equity investment in TRU Colors and will assist in distribution strategy as well as product formulation, supplier relationships and more. TRU Colors is set to launch its first product this summer.

The amount of the investment was not disclosed but Forbes magazine described it as a minority share in ownership.

TRU Colors logo

“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 and founder 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.”

Taylor launched TRU Colors five years ago along with leaders of rival gangs Bloods, Crips and GD.

TRU stands for Truth, Responsibility and Unity. The company hires active gang members, two key objectives being to reduce street violence and racial divisiveness as well as providing jobs. It also has a “street intervention team.”

The company is building a 56,000 square foot facility in Wilmington that will serve as a brewery capable of producing more than 1 million cases of beer a year. Corporate headquarters also will be located at the building along with a wellness center, recording studio, classrooms for education and coaching, and more.

Molson Coors said the investment is “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.”