Independent Craft Brewer Supporter Seal
Small and independent craft breweries rely on a large network of supporters to sell, serve and promote their beers. From retailers to event organizers, if you’re part of that network, there’s a seal to show you support independent beer.
Who is Eligible for the Supporter Seal?
If your business, organization, or website supports independent U.S. craft breweries, you’re eligible to use the independent craft brewer supporter seal. Not sure if you qualify? Email us at email@example.com. See our cheat sheet for details on using the seal.
What Defines a Craft Brewer?
The Brewers Association defines an American craft brewer as a small and independent brewer.
- Small: Annual production of 6 million barrels of beer or less (approximately 3 percent of U.S. annual sales). Beer production is attributed to a brewer according to the rules of alternating proprietorships.
- Independent: Less than 25 percent of the craft brewery is owned or controlled (or equivalent economic interest) by a beverage alcohol industry member which is not itself a craft brewer.
- Brewer: Has a TTB Brewer’s Notice and makes beer.
Is It A Craft Brewery?
Search our database of U.S. breweries
Resources for Retailers
Adopting the Seal Pays
Independent craft beer is purchased by more people, more frequently and more is spent per purchase vs. Big Beer acquired brands. The seal identifies independent craft beer and steers consumer behavior.
- More People24% higher household penetration
- More Spent12% larger purchase sizeData sourced from the Nielsen Company, 2018
- More FrequentlyPurchased 43% more frequently per year
Use the Seal: Cheat Sheet
|U.S. Craft Breweries||Supporters & Retailers|
|Who Can License the Seal||The independent craft brewer seal is a certification mark confirming your brewery has a valid TTB Brewer’s Notice and meets the Brewers Association’s definition of a U.S. craft brewer.||The supporter seal is a logo that businesses and organizations can use to declare their support for U.S craft brewers.|
|How to Adopt||Eligible breweries sign the brewery license agreement, then download the independent craft brewer seal.||Sign the supporter license agreement, then download the supporter seal.|
|How to Display and Activate the Seal||Add the independent craft brewer seal to your bottles, cans, growlers, brewery entrance, websites, social channels, marketing, merchandise, staff outfits, and advertising. A licensed brewery can also provide the seal to a vendor for the specific use of adding the seal to marketing materials, such as t-shirts or coasters, that also display the brewery’s logo.||Add the supporter seal wherever you want to show support for U.S. craft breweries (minus the restriction below). Marketplace examples include the entrance of your retail establishment, your restaurant menu, beer festival signs, merchandise and advertising. Supporters may be asked by U.S. craft breweries to use the brewery seal. This is allowed in connection to that specific brewery’s brand name and beers.|
|Seal Art Restrictions||Breweries can use the seal on anything that represents their brewery brand and beers, which includes beer packaging, marketing materials, and advertising. The certification mark appearing alone and not specifically associated with a licensed brewery’s name or brewery’s beer is prohibited. See license agreement.||A supporter licensee cannot use the supporter seal on any labeling or packaging of beverage alcohol products including beer. See license agreement.|
|Point of Sale (POS) Designed by the Brewers Association||Breweries can use these art files. Sign the brewery license agreement to get access to the independent craft brewer seal as well as POS files, which can be used in conjunction with the brewer seal.||Supporters can use these art files. Sign the supporter license agreement to get access to the supporter seal as well as POS files, which can be used in conjunction with the supporter seal.|
Seal art is free. Brewers Association membership is not required.
Beer Lovers Care
Data shows that beer lovers care who makes the beer they buy. Watch the video for more details.