![]() ![]() In its promotion of the new seal, the BA cited a recent 2,000-person Harris Poll survey, co-developed by Brewbound and Nielsen, which found that 81 percent of craft beer consumers were familiar with the terms “independent” and “independently owned.”Ī press release with more information is below and additional context is available on the Brewers Association website and its consumer publication,. Louis Post-Dispatch headlined “Craft or Crafty? Consumers deserve to know the truth.” That effort, from December 2012, included an op-ed in the St. The debut of the seal, which Pease said will be backed by a “significant investment,” comes more than 1,600 days after the BA launched its now famous “craft versus crafty” media offensive. ![]() “Our goal as an organization is to promote and protect small and independent craft brewers, and we feel this is a step in that direction,” he added. “We are going to try to get it on our packaging as soon as possible.”Īllagash will first place the seal on its four-packs, a process that could take as long as three months as it works to deplete existing inventories, Tod said.įor his part, Pease said consumers could expect to see the seal on brewery websites as soon as today and on packages over the next few weeks. “This will give the customer more information and transparency,” he said. In a conversation with Brewbound, Allagash founder Rob Tod, who also serves as the chair of the BA board, stressed the importance of having a “tool” that will help consumers know which labels are made by small businesses and which are made by larger companies such as Goose Island, Ballast Point and Lagunitas (owned by A-B, Constellation and Heineken, respectively). craft brewery, and Maine’s Allagash Brewing Company are among the initial breweries that have agreed to place the seal on their packaging. “If we are trying to start a movement, which we are trying to do, we need some leaders,” he said.īoston Beer Company, the second-largest U.S. The seal itself is an image of an upside down beer bottle meant to “illustrate how small and independent brewers have turned the beer industry upside down,” according to Pease, who hopes the image will “become iconic.”Īll 19 of the Brewers Association board members approved the initiative, Pease said, adding that each of the 16 brewery representatives committed to printing the seal on packaging. “Our goal is to differentiate but not denigrate.” “We have been working on this for over a year,” he added. ![]() “This effort is not confined to just BA members,” Pease told Brewbound. craft breweries that have a valid TTB brewer’s notice, meet the BA’s craft brewer definition and sign a licensing agreement. “We have been hearing from our members for some time now that drinkers do want to support breweries that are independently owned,” Brewers Association CEO Bob Pease told Brewbound.Īccording to a press release, the seal will be available free of charge for use by any of the 5,400 U.S. The marker is aimed at helping drinkers distinguish between beers produced by small craft beer companies and those made by multinational corporations, such as Anheuser-Busch InBev, which has purchased 10 craft breweries since 2011. ![]()
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