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

The fact that they list adjuncts as non-traditional ingredients is absolutely laughable. Fucking witch-hunt, that.

 

And that should be fully considered by the B.A. management folks when they make decisions.

You brought up the aspect of: "that ridiculous “Take Craft Back” thing was a waste of time and money."

If the B.A. (and by association their craft brewery members) wish to be considered favorably then doing "ridiculous" things should be avoided; this type of crap does not benefit the B.A. and by extension it does not benefit the craft brewery members.

Perhaps the 99% of what they do is beneficial? As a consumer who sometimes experiences non-quality craft beer I am skeptical here.

As a non-B.A. member I have no insight into the budget that they have. Spending money on things like "Take Craft Back" and "That's Independence You're Tasting" just seems very wasteful to me. To make a more pointed statement here: for me it makes the B.A. look inane.

It seems to me that it would be beneficial to the B.A. (and its craft beer membership) that instead they do and look smart instead.

Cheers!

 

Sigh, but Jack, isn’t this a case of, “Well, that’s just like your opinion, man.”? You and other consumers and BA members think it’s a bad look, others disagree. Right now, they are the majority, so this is the result we get.

If you’ve worked a union job, I’m sure you’ll recognize how this works. I did before I got into beer. We had general elections and special voting situations. There were always differences of opinions and strong contrarians, but votes were counted and when something like a strike was approved, you formed a united front and supported your brothers.

This is no different. No one is required to agree with everything this organization does, and it’s anyone’s right, whether consumer or member to swear it off altogether over a strong difference in philosophy, but there is a lot more to the BA than a couple of corny commercials.

 

Yup and I even used the word "opinion" in bold in post #36.

Cheers!

 

They should just market "craft" beer around having flavor, not the fact that it's "independent". People leave bud light and the likes because they want more flavor, not to flee the oppression of BMC tyranny.

Hell, push for a insecticide free farming movement and market the organic angle. That would probably grab more people than a dumb seal of approval.

 

People leave BMC for a myriad of reasons. Flavor is certainly one of them. Brand can be another (take something like PBR’s ‘hipster appeal’). Buying independent, artisanal, or ‘craft’ (whatever that means) is also one. Or at least the BA seems to believe so. Considering BMC themselves often market this angle, it’s hard to argue with the BA’s belief.
I’ve brought up the comparison before, but think of all the people who buy products that are ‘Made in USA’, even if they are more expensive and sometimes even inferior quality.[/QUOTE]

The frustrating issue with this is that organic hop farming is notoriously unforgiving. The price difference in certain varieties would make the difference in organic/non organic produce look negligible. With the public’s love for highly hopped beers with sexy hops, the price would significantly impact MSRP.

 

I figured as much. I just think it's funny how they'll throw money at such a dumb idea and not consider any that would actually improve the beverage. Create a strike force for removing old beers from the shelf, buy out and close shitty breweries. Help creative, struggling brewers with a brewing competition to see who gets a free new brewing setup. Almost anything would be better than a silly seal of approval.

 

This is marketing to a certain demographic. Go to just about any craft brewer's web site, facebook page, etc., and note how much they emphasize their community ties and support of their community.

 

I would have to imagine that for all of our issues with this marketing, this marketing helps breweries sell beer. Probably lots of it.

I bet 99% of the population has no context with the labeling and happy to take it at face value. The concept sells, if it was honest I would be in line supporting it myself, so for many who are happy to take all the recent marketing at face value I can see how these slogans can sell lots of beer. I am sure that's what BA and the breweries really most want.

 

Independent doesn't mean craft (Yuengling) and craft doesn't mean independent (Founders). Local doesn't mean craft. There are so many mediocre or awful local breweries out there.

 

I don't know for sure what independence tastes like but I have always judged every beer against the only taste that really matter to me...mine.

 

I don't know what independence tastes like but I know what it feels like when the divorce is final.

 

Another part of these demographic issues is that there is a fairly large marketplace demographic for which the idea of independently owned is/can be one of the deciding factors in deciding which beer(s) they will choose when spending their money.

 

As a contract operation, we don't fit the BA definition of "craft" anyway. People have recently been complaining that they can't taste the independence in our beers.

 

People will do that, bless their hearts. At least they're buying your beer otherwise they wouldn't have an opinion.

 

So that's what all those tiny sampler trays are all about!?? They're seeing if they can taste the independence! And if they do, then they'll move on to a real serving. (Which they never seem to do...)

 

A real serving would be like a commitment which is what our parents do and we never do what they do.

 

This here is a big issue that needs to be addressed. I put countless beers back down on the self due to age. And I'm not talking month old IPAs here.

It creates the possibility of unkowning consumers buying degraded beer that doesn't taste as good or the way it should, then being subsequently turned off from future purchases.

 

That is a sort of a Darwinian effect in play that could help to weed out some of the clutter, but there will be some unintended consequences (some favorites will fall).

 

Yeah, I've found brands that I'll only buy if it's seasonal. Can be a bummer when you look at the date on an ipa and its 4-6 months old.