BA targets consumer awareness

The BA's new assurance of independence seal

Launches seal highlighting craft's independence

David strikes back. In an effort to distinguish craft brewers from the increasing number of brewers owned by industrial-scale brewers, America’s Brewers Association is introducing a seal to highlight for beer drinkers that these brewers as ‘independent.’

The seal, pictured here, features prominently an upside down beer bottle intended to symbolise the spirit with which craft brewers have upended the beer market.

Brewers Association president and CEO Bob Pease commented, “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.”

To be able to use the seal a brewer must satisfy the Brewers Association’s three-pong definition of a craft brewer. In this context, what’s important is that no more than 25% of the brewery is owned or controlled by an alcoholic beverage industry member who is not themselves a craft brewer.

In addition, the brewer must hold a valid licence issued by the US Alcohol and Tobacco Tax and Trade Bureau and sign a licensing agreement. It is available for use by both BA members and non-members.

While a competitive response to the recent surge in craft brewer acquisitions by ‘Big Beer’, it also recognises in isolation the importance that beer drinkers attach to a brewer being independent in their purchasing decisions.

A survey commissioned by the Brewers Association in June, 2016 of 1,018 American craft beer drinkers found that when asked what attributes were important or very import in choosing a beer, close to two-thirds, 63%, cited that it be produced by an independent brewer. (The top three answers were freshness (95%), aroma (78%) and ingredients (75%)).