Independent craft brewer seal
In an effort to educate beer lovers about which beers are independently produced, the Brewers Association communicated in a press release on June 27, 2017 that it launched a new seal touting independent craft brewers.
Featuring an iconic beer bottle shape flipped upside down, the seal captures the spirit with which craft brewers have upended beer, while informing beer lovers they are choosing a beer from a brewery that is independently owned. These breweries run their businesses free of influence from other alcohol beverage companies which are not themselves craft brewers.
While small and independent craft brewers represent 99 percent of the more than 5,300 breweries in the U.S., they make just twelve percent of the beer sold in the country. The rest of U.S. beer sales comes from Big Beer 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. It 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. It is available to both member and non-member breweries of the BA.
According to a BA press release of 19 July 2017, the new independent craft brewer seal is garnering a great deal of attention. Many in the beer community have taken immediate steps to sign the license agreement and obtain the art. Importantly, more than 1,250 brewing companies and counting, representing more than 1,500 brewing locations, have signed the agreement, representing approximately 50 percent of U.S. craft brewer volume.
Since the launch, examples of the seal have been seen on everything from brewery bottle and can art to six-pack holders and more. Breweries who are more taproom focused are also confirming the value and have shared examples of the seal showcased at the front entrance on taprooms and breweries along with the seal appearing in brewery marketing materials. The BA has also had an incredible response from the beer community’s allied trade members along with multiple wholesalers and retailers who have contacted them wanting to know how they can support the seal.
