Brewers Association's National Campaign by SRG Celebrates Independent Brewers

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 “That’s Independence You’re Tasting” a new national awareness campaign created by its agency SRG (Sterling Rice Group).  

The integrated advertising campaign highlights the Independent Craft Brewers seal created by SRG last year and introduced by the Brewers Association to indicate that a brewery is certified to be independently owned. The seal – an image of a beer bottle flipped upside down – has been adopted by more than 3,700 craft brewing companies—representing more than 80 percent of the volume of craft brewed beer.

“Independent craft brewers are a success story for American industry,” said Bob Pease, president & CEO, Brewers Association. “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 new work features television and digital video across multiple platforms and programs and will roll out in September thru the second half of the year. The campaign celebrates the country’s more than 6,600 independent craft brewers with imagery and copy that highlights independence and choice – the key tenets of craft brewing culture.   

“As we visited local and independent brewers in creating this campaign, we were just awed by the commitment to craft and community by the very hardworking entrepreneurs behind independent beer,” explained Adam Wohl, executive creative director of SRG. “With this campaign we wanted to create stories that really honor the ideals of independence and remind beer lovers to look for the seal when making their choice of what beer to drink.”

“That’s Independence You’re Tasting” follows SRG’s award-winning “Take Craft Back” campaign from 2017. The integrated campaign included the largest crowd-funding to date which the agency created to raise $213 billion in a cheeky bid to buy Anheuser Busch InBev.

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.