Brewers Association Launches New National Campaign: "That's Independence You're Tasting"

Discussion in 'Beer News' started by Todd, Aug 29, 2018.

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  1. Todd

    Todd Founder (13,518) Aug 23, 1996 Finland
    STAFF Mod Team Society Pooh-Bah

    "That's Independence You're Tasting"

    Brewers Association Launches New National Awareness Campaign for Independent Brewers

    Boulder, Colo. • August 29, 2018—To educate beer lovers about the craft brewing community and what it means to be independent, the Brewers Association—the not-for-profit trade association dedicated to small and independent craft brewers—is launching a new national awareness campaign, “That’s Independence You’re Tasting.” This integrated advertising campaign is part of the Brewers Association’s ongoing efforts to distinguish and promote America’s small and independent craft brewers. The videos will be presented across a variety of media platforms.

    “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 the beverage of beer.

    CHOICE



    INDEPEDENCE



    “Independent craft brewers are a success story for American industry,” said Bob Pease, president & CEO, Brewers Association. “Each of the over 6,600 U.S. 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 initial phase of the awareness campaign launched in June 2017 with the introduction of the independent craft brewer seal. Featuring an iconic beer bottle shape flipped upside down, the seal indicates that a brewery is certified to be independently owned. 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.

    “‘That’s Independence You’re Tasting’ is designed to keep independent craft brewers and their beers top of mind. Our hope is that after being exposed to these stories, beer lovers are moved to support independent breweries and seek the seal when making their beer purchases," added Pease. “By choosing a beer that has the independent craft brewer seal, the beer drinker knows that they are supporting a brewery with ties to the community.”

    To learn more about “That’s Independence You’re Tasting” and the independent craft brewer seal, visit CraftBeer.com—the Brewers Association’s website for beer lovers—follow along on Facebook, Twitter and Instagram, and join the discussion at #SeektheSeal.

    ###
     
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  2. EvenMoreJesus

    EvenMoreJesus Initiate (0) Jun 8, 2017 Pennsylvania

    They should have a third video entitled "Bullshit", because that's what that seal is.
     
    Nate, IPAExpert69, bstyle and 16 others like this.
  3. Giantspace

    Giantspace Grand Pooh-Bah (3,043) Dec 22, 2011 Pennsylvania
    Pooh-Bah

    Certified by who? And who really cares?

    Really? All beers with the seal have ties to the community? Does this mean the hire locals?

    Bunch of crap, trying to do anything to keep themselves relevant.

    End of day a symbol Ina beer means zero, especially when it comes from nothing.

    Enjoy
     
    DISKORD, ShanePB, dcotom and 3 others like this.
  4. JackHorzempa

    JackHorzempa Grand Pooh-Bah (3,375) Dec 15, 2005 Pennsylvania
    Society Pooh-Bah

    A bunch of marketing crap.:slight_frown:

    Why doesn't the Brewers Association instead spend that money on something like improving beer quality instead? It is the stuff inside the bottle/can that should be of greater importance IMO.

    Non-cheers to marketing crap!!!!!!!!!!!
     
  5. BayAreaJoe

    BayAreaJoe Pooh-Bah (1,724) Nov 23, 2017 California
    Pooh-Bah Trader

    The only parts I really don't get are the horseback riding, skateboard trick jumping, picking up hitchhikers, and metalwork manufacturing.
     
  6. EvenMoreJesus

    EvenMoreJesus Initiate (0) Jun 8, 2017 Pennsylvania

    The BA is trying to play a game that their imagined enemy, Big Beer, plays infinitely better than they do.
     
  7. Squire

    Squire Grand Pooh-Bah (4,385) Jul 16, 2015 Mississippi
    BA4LYFE Society Pooh-Bah Trader

    I should pay a premium because they have community ties? That rather diminishes my financial ability to support my own community which is made up of no less deserving folk.
     
    bstyle, KarlHungus, MNAle and 2 others like this.
  8. Beer_Economicus

    Beer_Economicus Pooh-Bah (2,698) Apr 8, 2017 Ohio
    Pooh-Bah Trader

    This is my problem with "locally produced produce/goods."

    End of the day quality speaks to my wallet, not the fact it is local. If it is worth a premium I will pay it, but I'll never patronize something just because it is local.
     
    ovaltine, THANAT0PSIS and Lahey like this.
  9. drtth

    drtth Initiate (0) Nov 25, 2007 Pennsylvania
    In Memoriam

    I love threads like this and the way some folks on here just get sucked right in by the Marketing shtick.

    One guy I used to work with is a marketing research specialist. Not more than a year or so ago he was telling me about some of the changes in marketing strategies that have been triggered by social media.

    One change he finds interesting is called Reverse Psychology Marketing. Using RPM some organizations deliberately introduce or produce things for people to criticize. This gets people who think they don't like the marketing or the product to actively spread the word and attract attention to the marketing. Getting people to notice you is half the battle in building product awareness.
     
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  10. Beer_Economicus

    Beer_Economicus Pooh-Bah (2,698) Apr 8, 2017 Ohio
    Pooh-Bah Trader

    I'm shocked to hear this is new. This is the same old "any publicity is good publicity." New age "stars" like the kardashians and Paris Hilton did this with their **** tapes.
     
    FatBoyGotSwagger likes this.
  11. frozyn

    frozyn Maven (1,435) May 16, 2015 New York
    Trader

    Glad you posted before me as it saved me some typing. All news is good news these days, and these types of ads are reaction-grabbing. The early responses to this thread are indicative of that. That said, BeerAdvocates thinking of this as marketing crap is fine -- we're not the targets of the ads. Think PBR/High Life drinking millenials who care about where their coffee is roasted, where their butcher sourced their meat from, and who love Sweetgreens for the fact that they post where every ingredient they use comes from.

    Indeed not new. Perhaps just a "new" focus on it in light of the changes in social media and how much more useful it's become. Kardashians/Paris Hilton are perfect examples.
     
  12. Oktoberfiesta

    Oktoberfiesta Initiate (0) Nov 16, 2013 New Mexico

    Sometimes independence can taste like shit though.

    I've had a number of local products that are truly mediocre. In fact I think percentage wise the crappy breweries outnumber the stellar.

    Does the label only go on quality independent products? Or is it in the same vein as organic non GMO ( as some of those products just taste terrible).
     
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  13. JackHorzempa

    JackHorzempa Grand Pooh-Bah (3,375) Dec 15, 2005 Pennsylvania
    Society Pooh-Bah

    I am pretty sure that you are posing a rhetorical question but I will respond anyway: no the aspect of "quality" is not a criterion here. The Brewers Association seems to be 'focused' solely on pushing what they deem to be independent brewery beers.

    Did you take note of my comment in post #4 above of:

    "Why doesn't the Brewers Association instead spend that money on something like improving beer quality instead?"

    What are your thoughts about the above question?

    Cheers!
     
  14. drtth

    drtth Initiate (0) Nov 25, 2007 Pennsylvania
    In Memoriam

    Since they already have paid for the development of a Best Practices Guide to Quality Craft Beer, mulitple Beer Quality manuals, have at least two Beer Quality Ambassadors and sponsor occasional Beer Quality workshops what would you suggest they add? (Keeping in mind that their role is to "lead the horse to water," and is not "to make it drink." :sunglasses:)
     
    #14 drtth, Aug 30, 2018
    Last edited: Aug 30, 2018
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  15. Lahey

    Lahey Initiate (0) Nov 12, 2016 Michigan

    They could have gotten a way gnarlier trick than that weak ass one second clip of an ollie in that video. Way to half ass your b-roll guys. Was that dude wearing knee pads and a helmet by the way? So cool:rolling_eyes:

    Seriously though, marketing like this is stupid. No one is gonna be sold by some stupid seal if they aren't already looking at the beer.
     
    Beer_Economicus and JackHorzempa like this.
  16. Oktoberfiesta

    Oktoberfiesta Initiate (0) Nov 16, 2013 New Mexico

    Do these breweries have to pay to get the seal? I think that answers the question as to why pretty much everyone is 'accepted'. I think there are a few breweries around me who are so small that they basically aren't even a Ba registered brewery, let alone granted a seal.

    This doesn't apply to every place but so many breweries are started by 5-6 original investors, many who are well to do business owners in other rights. They don't exactly need another venture to get even more rich off of. You also hear of some that just start with family money. Or the four college friends who somehow aren't in debt already who manages to brew out of their families barn and somehow get financial backing to get things going.

    I don't like the way ab inbev deals with taps and beer shelf space around my way. But I've also learned, what am I really drinking beer for? First and foremost, quality or perceivers likeness. I think I like some beers most tend to hate. Everyone's different on what defines quality

    I do like stories though. The teacher who quit his day job to go in $100k in debt (by banks) to open his dream brewery who puts out kick ass beer should be rewarded. He put his car and house on the line for the dream. That's really cool.

    Bottomline
    I don't need to know everyone's life story to support them through beer purchases. The label is sort of forcing that onto consumers. I don't think it's helpful.

    I overheard from a bartender at this new NYC area brewery that the owner also owns a couple other restaurants. The small time local vibe perception is a lot of bs as well and the label sort of feels self righteous.

    Most 'local' fast food places are franchised out and owned by local millionaires or well to do people. Investors are caught up in everything. Nothing is as independent as we think. If we are supporting local millionaires who own/part investors of these breweries, why not the franchise owners, who are also local residents?

    The fairytale independent garbage needs to stop being shoved down our throats.
     
    #16 Oktoberfiesta, Aug 30, 2018
    Last edited: Aug 30, 2018
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  17. Todd

    Todd Founder (13,518) Aug 23, 1996 Finland
    STAFF Mod Team Society Pooh-Bah

     
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  18. denver10

    denver10 Grand Pooh-Bah (4,155) Nov 17, 2010 New Mexico
    Pooh-Bah

    What defines independent?

    I have a feeling my definition is going to be very different than BA's.
     
  19. Oktoberfiesta

    Oktoberfiesta Initiate (0) Nov 16, 2013 New Mexico

    Looks like a great rated beer. Would you want average beer to have that same label? I think it diminishes your product. It's like how they had grade meat and other items. All prime meats are equal. This place is proud of a certified label where the range of quality is from the lowest of lows to the highest of highs. Not a very good distinguisher

    Saw this one too

    Tricky slippery slope here. What is building wealth locally, really? Isn't it 95% jobs? We hear of cities fighting for new factories and corporations to call their hometown their new headquarters but somehow beer is off limits.

    I know the Oakland area was very much against golden road building a brewpub in their area. That was months ago. Unless your own brewery is pumping out new jobs every week, I think a lot of Brewers are selfish.

    Unless he's talking about his own wealth where he's a resident, then he would be correct. Nothing is being funneled to Brazil. Other than jobs, what true wealth are these smaller players bringing that other non independent wouldn't? Are we talking charities and donations and such? Most still hire local people. Now I'm completely torn. Or are we just fans of local people being quite wealth, where we see where the money is actually going.
     
    #19 Oktoberfiesta, Aug 30, 2018
    Last edited: Aug 30, 2018
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  20. denver10

    denver10 Grand Pooh-Bah (4,155) Nov 17, 2010 New Mexico
    Pooh-Bah

    That is a load of crap.

    The Breckenridge Brewery in Littlelon, CO probably does more for the wealth of the local community than many small, neighborhood breweries.

    But we need to stop worrying about quality when arguing about independent vs not-independent. At least, IMO, independent is about the structure of an operation and who runs it, who it beholden too.
     
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