Craft brewers in the US will be able to further distinguish their products from those of commercial drinks companies following the US Brewers’ Association’s launch of its craft beer logo.
The small imprint which craft brewers may place on their bottles features the image of an upside-down bottle along with the text ‘Certified Independent Craft’. The association says that the image ‘captures the spirit with which craft brewers have upended beer, while informing beer lovers they are choosing a beer from a brewery that is independently owned'.
The seal guarantees that the if a beer appears on a supermarket shelf bearing it, the product has been manufactured by an independently owned company. Members and non-members of the Brewers’ Association may use it.
The association notes that a recent Nielsen study highlighted that the terms 'independent' and 'independently owned' strongly resonated with the majority (81%) of craft beer drinkers. It added that consumers are increasingly looking for differentiation between what’s being produced by small and independent craft brewers versus 'Big Beer and acquired brands'.
“Independent craft brewers continue to turn the beer industry on its head by putting community over corporation and beer before the bottom line," said Bob Pease, president and CEO of the Brewers' Association.
“As Big Beer acquires former craft brands, beer drinkers have become increasingly confused about which brewers remain independent. Beer lovers are interested in transparency when it comes to brewery ownership. This seal is a simple way to provide that clarity."
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Peter Donnelly. Click subscribe to sign up to ESM: The European Supermarket Magazine.