Brewers Association Asks Retailers to Adopt Indie Seal

The Brewers Association (BA) is doubling down on its efforts to help small breweries distinguish their brands from those owned by larger beer companies such as Anheuser-Busch and MillerCoors.

The non-profit trade association, which represents the interests of small and “independent” breweries producing fewer than 6 million barrels of beer annually, yesterday launched a website for retailers to download a variety of point-of-sale materials that feature the group’s “independent craft brewer seal.”

Unveiled last June, the badge – an image of an upside-down beer bottle – was designed to “illustrate how small and independent brewers have turned the beer industry upside down,” according to BA president and CEO Bob Pease.

Since its launch, more than 3,200 craft breweries have “adopted” the seal, placing it on packaging, marketing materials, merchandise, websites and in taproom windows.

Now, the BA is hoping that retailers will also get on board with the movement.

According to Julia Herz, the BA’s craft beer program director, retailers interesting in separating craft from crafty brews will be able to access free “digital downloads” of coasters, refrigerator wraps and shelf talkers, among other items, all displaying the indie seal.

“The retail environment is changing with the illusion of choice and Big Beer has not been putting their name on the labels of purchased and formerly independent, acquired beer brands,” she wrote to Brewbound. “The seal and this new retail effort helps provide transparency.”

Herz confirmed that the BA is not providing the physical items to retailers, and only offering access to the art files. Retailers interested in displaying the BA’s indie seal throughout their stores would still be responsible for covering the costs associated with producing the items.

“This launch increases top-of-mind awareness and the fact that independent ownership matters for many beer lovers,” Herz added, noting that purchases of BA-defined independent craft beer brands are “12 percent larger” than those for brands owned by larger companies.

“Data shows that independent craft outperforms Big Beer acquired brands on a number of metrics,” Herz said via a press release. “There are many reasons for retailers to seal the deal to support and differentiate independent craft brewers at the point of purchase.”

The BA will be monitoring the number of retailers who access the website, Herz told Brewbound, and looking out for “seal support in the marketplace.”

A press release with additional information is included below.

Brewers Association Launches Independent Craft Brewer Seal Retail Program

Boulder, Colo. — As beer lovers vote with their dollars to support independent brewers, the Brewers Association is equipping on- and off-premise retailers with free assets to activate the independent craft brewer seal and differentiate authentic independent craft beer from Big Beer acquired brands.

From better beer bars and restaurants to liquor and grocery stores, retailers interested in elevating how they promote independent craft beer can visit a new microsite launched today at BrewersAssociation.org/RetailerSealPOS. Here retailers can download point-of-sale materials that will allow them to directly support and call out independent craft beer to customers interested in supporting small, innovative businesses.

“Independence not only matters, it pays and rewards both retailers and beer lovers,” said Julia Herz, craft beer program director, Brewers Association. “Beer drinkers express that transparency and underlying ownership can drive their purchase intent. Data shows that independent craft outperforms Big Beer acquired brands on a number of metrics. There are many reasons for retailers to seal the deal to support and differentiate independent craft brewers at the point of purchase.”

According to a recent Nielsen study, independent craft reaches more people with a 24 percent higher household penetration than Big Beer acquired brands. More is spent on independent beer, with the purchase size for independent craft consumers 12 percent larger than the purchase size of Big Beer acquired brand consumers. Independent craft consumers purchase 43 percent more frequently per year compared to the consumers of Big Beer acquired brands.

Since its launch in June 2017, more than 3,200 small and independent craft breweries—representing more than 75 percent of independent craft volume—have adopted the seal, displaying it on packaging, in breweries, across websites, social channels and more. According to VinePair, “the Brewers Association’s seal could easily surpass the reach and impact of organic food labels.”

Learn more at BrewersAssociation.org/RetailerSealPOS.

About the Brewers Association

The Brewers Association (BA) is the not-for-profit trade association dedicated to small and independent American brewers, their beers and the community of brewing enthusiasts. The BA represents 4,000-plus U.S. breweries. The BA’s independent craft brewer seal is a widely adopted symbol that differentiates beers by small and independent craft brewers. The BA organizes events including the World Beer Cup®, Great American Beer Festival®, Craft Brewers Conference & BrewExpo America®, SAVOR℠: An American Craft Beer & Food Experience, Homebrew Con™, National Homebrew Competition and American Craft Beer Week®. The BA publishes The New Brewer® magazine, and Brewers Publications™ is the leading publisher of brewing literature in the U.S. Beer lovers are invited to learn more about the dynamic world of craft beer at CraftBeer.com and about homebrewing via the BA’s American Homebrewers Association® and the free Brew Guru™ mobile app. Follow us on Facebook, Twitter and Instagram.

The Brewers Association is an equal opportunity employer and does not discriminate on the basis of race, color, national origin, gender, religion, age, disability, political beliefs, sexual orientation, or marital/familial status. The BA complies with provisions of Executive Order 11246 and the rules, regulations, and relevant orders of the Secretary of Labor.

Boulder, Colo. • April 25, 2018—As beer lovers vote with their dollars to support independent brewers, the Brewers Association is equipping on- and off-premise retailers with free

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