Brewers association

Brewers Association launches new seal to designate independent beers

Boulder, Colorado • June 27, 2017—In an effort to educate beer lovers about independently produced beers, the Brewers Association, the nonprofit trade group dedicated to promoting and protecting America’s small independent craft brewers, has launched a new seal promoting the merits of independent craft brewers.

Featuring an iconic upside-down beer bottle shape, the seal captures the spirit with which craft brewers revolutionized beer, while letting beer lovers know they’re choosing a beer from an independent brewery. These breweries run their business uninfluenced by other liquor companies that are not craft brewers themselves.

Independence is a hallmark of the craft brewing industry, and it matters to the brewers who make the beer and the beer lovers who drink it. A recent study commissioned by Brewbound and conducted by Nielsen found that “independent” and “independently owned” resonated strongly with the majority (81%) of craft beer drinkers. Increasingly, they are looking for differentiation between what is produced by small independent craft brewers versus Big Beer and acquired brands. Beer drinkers, especially millennials, expect transparency when it comes to their food and drink. This transparency and underlying property can boost their purchase intent.

“Independent craft brewers continue to disrupt the beer industry by putting community above business and beer before the bottom line. They continue to make beer and our country better by going beyond just making the drink. These small businesses are giving back to their backyard communities and supporting thousands of cities and towns across the United States,” said Bob Pease, President and CEO, Brewers Association. “As Big Beer acquires old craft brands, beer drinkers are increasingly confused about which brewers are staying independent. Beer lovers are interested in transparency when it comes to brewery ownership. This seal is a simple way to provide that clarity – now they can find out what was brewed small and certified independent.

The seal will notify beer lovers that they are choosing a beer from an independent brewery.

The seal can be used free of charge by any of more than 5,300 small independent US craft brewers who have a valid TTB Brewer’s Notice, meet the BA’s definition of a craft brewer, and sign a license agreement. It is available to BA member and non-member breweries. In the weeks, months and years to come, beer lovers will see it on beer packaging, at retailers and in brewery communications and marketing materials.

“Craft brewers build communities and the spirit of independent ownership is important,” said Rob Tod, chairman of the Brewers Association board of directors and founder of Allagash Brewing Company in Portland, Maine. “When beer lovers buy independent craft beer, they’re supporting American entrepreneurs and risk-takers who have long strived to not only be innovative and make truly great beer, but to build a culture and a community in the process.”

While small, independent craft brewers make up 99% of the more than 5,300 breweries in the United States, they make only 12% of the beer sold in the country. The remainder of US beer sales come from Big Beer with imported brands. As major brewers continue to wield unprecedented influence and acquire millions of barrels of once independently brewed beer, the seal is differentiating itself in a crowded and increasingly competitive marketplace.

Breweries can find more information about the Independent Craft Brewer Seal at BrewersAssociation.org/seal and beer enthusiasts can learn more at CraftBeer.com/seal. Follow the discussion on #IndependentBeer.

Contact: Abby Cohen (on behalf of the Brewers Association) 646-695-7044.

###

About the Brewers Association

The Brewers Association is the nonprofit trade association dedicated to America’s small, independent brewers, their beers, and the community of brewing enthusiasts. The Brewers Association (BA) represents over 70% of the brewing industry and its members make over 99% of the beer brewed in the United States. The BA organizes events, including the Beer World Cup℠, Great American Oktoberfest®, Craft Brewers Conference and BrewExpo America®, FLAVOR: An American Craft Beer and Dining Experience, Homebrew Con, National Homebrew Competition and American Craft Beer Week®. The BA publishes The new brewer® magazine and its Brewers’ Publications™ is the largest publisher of contemporary brewing literature relevant to today’s craft brewers and home brewers.

Beer lovers are invited to learn more about the vibrant world of craft beer at CraftBeer.com and on homebrewing via BAs American Homebrew Association and free Brew Guru™ mobile app. follow us on Facebook and Twitter.

The Brewers Association is an equal opportunity employer and does not discriminate on the basis of race, color, national origin, sex, religion, age, disability, political beliefs, orientation or marital/family status. The BA complies with the provisions of Executive Order 11246 and relevant rules, regulations and orders of the Secretary of Labor.