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Brewers Association unveils next craft push to US consumers

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The Brewers Association has kicked off the latest activation in its campaign to raise awareness of craft breweries in the US.

The push, announced late yesterday, goes under the tagline 'That's Independence You're Tasting'. The activity centres around two videos, which can be viewed above and below. The pair will appear across "a variety of media platforms", the craft beer trade body said.

"Independent craft brewers are a success story for American industry," said the Brewers Association's CEO, Bob Pease.. "Each of the over 6,600 US 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."

Last year, the organisation offered its members a seal to appear on packaging to differentiate craft breweries from those owned by multinational companies. A few weeks later, Anheuser-Busch InBev warned of a "civil war" in the US beer industry, accusing the BA of trying to split the brewing community.

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