The Brewers Association is a trade group that advocates for what it calls the independent brewer, which has an actual definition. Last summer, the BA launched a new seal that independent craft brewers (ones meeting its definition) could tout on bottles, boxes, bars, taps and branding in general. This summer, the BA wants to keep that campaign rolling. Today, it launched its new national awareness campaign: That’s Independence You’re Tasting.
The BA is noting the positive tone of this campaign, which is maybe a slight retreat from some of the association’s and its members’ divisive talk against corporate beer rollups at its Craft Brewers Conference and BrewEXPO America in Nashville last May. The new campaign launched with these two videos, and these 30-second spots are quick, edgy and simple, relating freedom-focused occupations or hobbies (welding, ranching, painting, skateboarding, tattooing or just being a long-haired, freeloading drifter) to the same passion and spirit used to make indie beer. From the press release:
“Independent craft brewers are a success story for American industry,” said Bob Pease, president and CEO of the 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 campaign will coincide with the BA’s independence seal (this thing), which the BA said 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.”