Get ready for Independence Day on Saturday 4th July, a day when America comes together to celebrate their independence with fireworks, parades, barbecues, family gatherings, and of course, American craft beer!
The tradition of Independence Day dates back to 1776 when America formally separated from British rule. Today in America a battle is raging over independence of a different kind. Large multinational brewing companies continue to purchase formerly small and independent American breweries and pass them off as craft breweries. There is a lack of clarity of ownership in the marketplace leading to confusion as the beer drinker finds it increasingly difficult to identify beer from a small and independent brewery.
The large multinational brewers have a massive influence at distributor level giving them an unfair advantage and creating challenging market conditions for the independent brewer. When a beer drinker walks into a bar and sees an array of tap handles, they don’t know which beers are truly independent or just being portrayed as an independent craft. Many of those tap handles, while seemingly different, can often be owned all by the same large brewing company. This is bad for the beer industry because it reduces choice. Three years ago, the Brewers Association, the not-for-profit trade association representing small and independent American craft brewers, introduced a seal to identify independent craft brewers.
The ‘Independent Craft Brewer Seal’ differentiates independent craft brewers from ‘big’ multinational brewers and has been adopted by more than 4,700 small and independent craft breweries representing 85% of domestic volume. Research shows that 77% of people who have seen the seal are more likely to value independent ownership when buying beer and 55% of weekly craft drinkers say they would be ‘much more or somewhat more’ likely to purchase a brand with the independent seal on it.
On 4th July many Americans will be celebrating Independence Day with a beer made by an independent brewer. American craft beer is widely perceived to be innovative, adventurous and exciting with new and sought-after styles. Why not recreate your own authentic Independence Day celebrations at home with our range of high-quality American craft beers from small and independent producers, such as: Odell Brewing Company | Spencer Brewery | Tailgate Brewery