National Awareness Campaign Promotes Independent Craft Brewers
Boulder, Colo.—To educate beer lovers about the craft brewing community and what it means to be independent, the Brewers Association—the not-for-profit trade association dedicated to small and independent craft brewers—is launching a new national awareness campaign, “That’s Independence You’re Tasting.” This integrated advertising campaign is part of the Brewers Association’s ongoing efforts to distinguish and promote America’s small and independent craft brewers. The videos will be presented across a variety of media platforms.
“That’s Independence You’re Tasting” takes a proud and positive tone, focusing on independence and choice—both key tenets of craft brewing culture—and tells the story of the country’s more than 6,600 independent craft brewers. These hard-working women and men are entrepreneurs, innovators, collaborators, risk takers and underdogs who advance the beverage of beer.
“Independent craft brewers are a success story for American industry,” said Bob Pease, president & CEO, Brewers Association. “Each of the over 6,600 U.S. craft breweries is a unique contributor to its community and should be celebrated. As a national campaign, ‘That’s Independence You’re Tasting’ generates awareness beyond any one individual brewery or beer and touches the spirit of independence that is a core American value. We are proud to be able to do for all our BA members what would be extremely difficult for them to do individually. Together we are united in independence.”
The initial phase of the awareness campaign launched in June 2017 with the introduction of the independent craft brewer seal. Featuring an iconic beer bottle shape flipped upside down, the seal indicates that a brewery is certified to be independently owned. The seal has been adopted by more than 3,700 craft brewing companies—representing more than 80 percent of the volume of craft brewed beer.
“‘That’s Independence You’re Tasting’ is designed to keep independent craft brewers and their beers top of mind. Our hope is that after being exposed to these stories, beer lovers are moved to support independent breweries and seek the seal when making their beer purchases,” added Pease. “By choosing a beer that has the independent craft brewer seal, the beer drinker knows that they are supporting a brewery with ties to the community.”
To learn more about “That’s Independence You’re Tasting” and the independent craft brewer seal, visit CraftBeer.com—the Brewers Association’s website for beer lovers—follow along on Facebook and Instagram, and join the discussion at #SeektheSeal.
Editor’s note: Images of the independent craft brewer seal are available for download and use here.
Contact: Abby Cohen (on behalf of the Brewers Association) 646-695-7044
About the Brewers Association
The Brewers Association (BA) is the not-for-profit trade association dedicated to small and independent American brewers, their beers and the community of brewing enthusiasts. The BA represents 4,800-plus U.S. breweries. The BA’s independent craft brewer seal is a widely adopted symbol that differentiates beers by small and independent craft brewers. The BA organizes events including the World Beer Cup®, Great American Beer Festival®, Craft Brewers Conference® & BrewExpo America®, SAVOR™: An American Craft Beer & Food Experience, National Homebrew Competition and American Craft Beer Week®. The BA publishes The New Brewer® magazine, and Brewers Publications™ is the leading publisher of brewing literature in the U.S. Beer lovers are invited to learn more about the dynamic world of craft beer at CraftBeer.com® and about homebrewing via the BA’s American Homebrewers Association® and the free Brew Guru® mobile app. Follow us on Facebook, Twitter and Instagram.