Last week, the Brewers Association, a non-profit trade group dedicated to promoting and protecting America’s small and independent craft brewers, launched a new label that differentiates beers brewed by independent craft brewers from those that are mass made.
Why?In a statement released by the Brewers Association, CEO and President, Bob Pease states, “As Big Beer acquires former craft brands, beer drinkers have become increasingly confused about which brewers remain 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 know what’s been brewed small and certified independent.” The Independent Seal is a way to decrease confusion among craft beer drinkers everywhere.
What are the benefits?
The craft beer renaissance has brought about a want and a need for brewers to be different and independent. According to a study commissioned by Brewbound and conducted by Nielsen, results showed “that ‘independent’ and ‘independently owned’ strongly resonated with the majority (81 percent) of craft beer drinkers.” Utilizing the Brewers Association independent label can drive today's buyers’ purchase intent.
Who can use the seal?
According to the Brewers Associations press release, the seal is available free of charge. In order to qualify as an independent brewer, you must have a valid Tobacco, Tax and Trade Bureau license, meet the Brewers Association definition of a craft brewer, and sign a license agreement. Brewers do not need to be part of the Brewers Association in order to use the seal.