The Brewers Association (BA) has launched a new national awareness campaign called “That’s Independence You’re Tasting” In an ongoing effort to “distinguish and promote America’s small and independent craft brewers,” according to a BA press release. The videos will be presented across a variety of media platforms.
“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 a beer bottle shape flipped upside down, the seal indicates that a brewery is certified to be independently owned. Since then, 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, according to the BA.
Unlike the “Take Craft Back” campaign last year which featured a series of humorous spins on “buying back” craft from Big Beer, the new videos take a more serious approach which is likely intended to appeal to a broader audience beyond the hardcore beer enthusiast. The new videos prompt beer drinkers to seek out the seal of independence and support independent craft brewer brands.