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

They should have a third video entitled "Bullshit", because that's what that seal is.

 

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

 

A bunch of marketing crap.

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!!!!!!!!!!!

 

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

 

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

 

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.

 

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.

 

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.

 

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.

 

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.

 

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).

 

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!

 

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." )

 

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

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.

 

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.

 

What defines independent?

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

 

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.

 

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.