National awareness campaign promotes independent craft brewers
Boulder, Colorado.—To educate beer lovers about the craft brewing community and what it means to be independent, the Brewers Association, the nonprofit trade association dedicated to small 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, independent craft brewers. The videos will be featured on a variety of media platforms.
“That’s Independence You’re Tasting” adopts a proud and positive tone, emphasizing independence and choice, two key tenets of craft brewing culture, and tells the story of over 6,600 independent craft brewers around the world. country. These hard-working women and men are entrepreneurs, innovators, collaborators, risk-takers and outsiders who are advancing the drinking of beer.
“Independent craft brewers are a success story for the American industry,” said Bob Pease, president and CEO of the Brewers Association. “Each of America’s more than 6,600 craft breweries is a unique contributor to its community and should be celebrated. As a national campaign, “It’s Independence You Taste” generates awareness beyond any 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 first phase of the awareness campaign launched in June 2017 with the introduction of the independent craft brewer label. Featuring an iconic upside-down beer bottle shape, the seal indicates that a brewery is certified as independently owned. The seal has been adopted by more than 3,700 craft breweries, representing over 80% of craft brewed beer volume.
“It’s Independence You Taste” 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 will be inspired to support independent breweries and look for the seal when shopping for beer,” Pease added. “By choosing a beer bearing the independent craft brewer seal, the beer drinker knows they are supporting a brewery with community ties.”
To learn more about “That’s Independence You’re Tasting” and the Independent Craft Brewer Seal, visit CraftBeer.com—Brewers Association website for beer lovers—follow on Facebook, Twitter and instagramand join the discussion on #SeektheSeal.
Editor’s note: Images of the independent craft brewer seal can be downloaded and used here.
Contact: Abby Cohen (on behalf of the Brewers Association) 646-695-7044
About the Brewers Association
The Brewers Association (BA) is the nonprofit trade association dedicated to America’s small, independent brewers, their beers, and the community of brewing enthusiasts. The BA represents more than 4,800 American breweries. The BA Independent Craft Brewer Seal is a widely adopted symbol that differentiates beers from small independent craft brewers. The BA organizes events including the beer world cup®, Great American Beer Festival®, 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 Brewers publications™ is the leading publisher of brewing literature in the United States. 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, Twitter and instagram.