The Brewers Association (BA) has launched a new seal for beer lovers to easily identify beers made by independent or craft breweries.
The seal features a beer bottle flipped upside down and the symbol is touted to capture the spirit of independent brewing.
The seal will be available for free of charge for any of the more than 5300 small and independent American craft brewers with a valid TTB Brewer’s Notice, which meets the Brewers Association’s definition of craft brewer. The brewer will have to sign a license agreement.
The seal is available for both members and non-members of the BA. The BA says that in the coming weeks and months, beer drinkers will see the logo on beer packaging, brewery communications and marketing materials.
As per the Brewers Association, independence is the essence of craft brewing industry and it is of significant concern for brewers as well as the beer drinkers. According to a study by Brewbound and Nielsen, the words ‘independent’ and ‘independently’ had a strong influence on majority of craft beer drinkers, about 81%.
Presently, more and more beer drinkers like to choose from small and independent brewers, when compared to big beer companies and acquired brands.
Brewers Association president & CEO Bob Pease said: “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 US.
“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.”
Image: Craft beer’s new seal from the Brewers Association. Photo: Courtesy of Brewers Association.