BA launches “That’s independence you’re tasting” campaign

Can you taste independence in a beer? Of course, not in a literal sense. But as taste is a matter of tastebuds and mind coming together, the Brewers Association (BA) has launched a national awareness campaign for independent brewers.

The campaign aims at educating beer lovers about the craft brewing community and what it means to be independent. Called “That’s Independence You’re Tasting”, the integrated advertising campaign includes a few videos that can be watched across a variety of media platforms.

According to the BA’s press release, “That’s Independence You’re Tasting” takes a proud and positive tone, focusing on independence and choice – both key tenets of craft brewing culture – and tells the story of the country’s more than 6,600 independent craft brewers. These hard-working women and men are entrepreneurs, innovators, collaborators, risk takers and underdogs who advance beer.

“Independent craft brewers are a success story for American industry,” the BA’s President and CEO Bob Pease said. “Each of the over 6,600 US 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 awareness campaign initially kicked off in June 2017 with the introduction of the independent craft brewer seal. The seal has been adopted by more than 3,700 craft brewing companies, representing more than 80 percent of the volume of craft brewed beer. It continued with the BA’s mock crowdfunding campaign to buy AB-InBev in October 2017.

To learn more about “That’s Independence You’re Tasting”, visit CraftBeer.com, the BA’s website for beer lovers.