The Brewers Association, a trade association representing small and independent craft breweries, has launched a national awareness campaign that draws attention to independent producers.
Tiled “That’s Independence You’re Tasting,” the integrated advertising campaign tells the story of the country’s 6,600+ independent craft brewers. How these are “hard-working women and men are entrepreneurs, innovators, collaborators, risk takers and underdogs who advance the beverage of beer,” the association says.
The videos will play across a variety of media platforms.
In June 2017, the initial phase of the awareness campaign launched with the introduction of the independent craft brewer seal. Featuring a beer bottle flipped upside down, the seal indicates that a brewery is certified as independently owned. The seal has been adopted by more than 3,700 craft brewing companies, the association says, representing more than 80% of the volume of craft brewed beer.
“‘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,” says Bob Pease, president and CEO, Brewers Association. “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.”