Market Overview

Brewers Association Launches New National Awareness Campaign for Independent Brewers


"That's Independence You're Tasting"

To educate beer lovers about the craft brewing community and what it
means to be independent, the Brewers
—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.

This press release features multimedia. View the full release here:

"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.

Watch "Choice"

"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—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

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
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
American Beer Festival®
, Craft
Brewers Conference® & BrewExpo America®
An American Craft Beer & Food Experience
, Homebrew
, 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®
and about homebrewing via the BA's American
Homebrewers Association
and the free Brew
mobile app. Follow us on

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

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