Brewers Association Launches New Seal to Designate Independent Beers

The seal is intended to help inform consumers that their craft beer selection is from an independently owned brewery.

July 07, 2017

BOULDER, Colo. – To help educate consumers about which beers are independently produced, the Brewers Association launched a new seal touting independent craft brewers.

Featuring a beer bottle shape flipped upside down, the group says that the seal captures the spirit with which craft brewers have upended beer, while informing consumers they are choosing a beer from a brewery that is independently owned.

The Brewers Association says a recent study conducted Nielsen found that “independent” and “independently owned” strongly resonated with the majority (81%) of craft beer drinkers. Increasingly, consumers are looking for differentiation between what’s being produced by small and independent craft brewers versus larger brewers and acquired brands.

“Independent craft brewers continue to turn the beer industry on its head by putting community over corporation and beer before the bottom line. They continue to better beer and our country by going beyond just making the beverage. These small businesses give back to their backyard communities and support thousands of cities and towns across the U.S.,” said Bob Pease, president & CEO of the Brewers Association. He adds that as larger brewers continue to acquire former craft beer brands, consumers may be confused about which brewers remain independent. “This seal is a simple way to provide that clarity—now they can know what’s been brewed small and certified independent.”

The seal is available for use free of charge by any of the more than 5,300 small and independent American craft brewers that have a valid TTB Brewer’s Notice, meet the BA’s craft brewer definition, and sign a license agreement.

“Craft brewers build communities and the spirit of independent ownership matters” said Rob Tod, chairman of the Brewers Association and founder of Allagash Brewing Company in Portland, Maine. “When beer lovers buy independent craft beer, they are supporting American entrepreneurs and the risk takers who have long strived not just to be innovative and make truly great beer, but to also build culture and community in the process.”

While small and independent craft brewers represent 99% of the 5,300+ breweries in the U.S., they make just 12% of the beer sold in the country. The bulk of U.S. beer sales comes from larger brewers along with imported brands. As large brewers continue to have unprecedented influence and acquire millions of barrels of formerly independently brewed beer, the seal differentiates in a crowded and increasingly competitive marketplace.

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