I asked the other three owners of Craft Brewing Business if they would place the Craft Brewer Supporter Seal on this website. No one answered. Typical. Anyway, this is the Seal I’ve always wanted on the site:
Looping back: The Brewers Association (BA), the trade association dedicated to small and independent American brewers by its definition, announced yesterday that a new craft seal was available for supporters of the independent U.S. craft brewing movement. This seal is just like the seal craft breweries can place on packaging or marketing material to “minimize confusion in the marketplace and clearly identify beers from small and independent U.S. breweries,” as defined by the BA.
To the press release!
The supporter seal — which emulates the independent craft brewer seal for U.S. craft breweries — is available to any champions of independent craft breweries including retailers, distributors, homebrew shops, state brewers guilds, festivals, websites [that’s us!] and allied trade companies, and can be accessed on a newly launched website, SupportIndependentBeer.com. Here supporters can find assets for activation, information and history about the independent craft brewer seal, and “Is It a Craft Brewery?,” a comprehensive, searchable database of all U.S. breweries that identifies which breweries meet the Brewers Association craft brewer definition.
I think we have to consider the BA’s indie craft beer seal a big success, and I personally like the idea as a marketing differentiator. Even with the definition of “craft beer” recently changing and big beer-owned breweries saying the seal doesn’t mean “shit” to them, the idea of it is a constant debate that keeps that idea top of mind. Plus, since the seal was launched on June 27, 2017, more than 4,000 craft brewing companies have adopted the seal, representing more than 85 percent of the volume of craft beer brewed by the BA’s definition. That’s pretty impressive.
More interesting stats:
In a recent Nielsen survey, 40 percent of people said the seal would make them “more” or “much more” likely to buy that beer—a 5 percent increase from the previous year. That number jumps to 57 percent for craft beer lovers 21-34 (up from 45 percent a year ago), with 23 percent stating it would make them “much more” likely to purchase.