It looks like the Brewers Association (BA) has been able to convince many small and independent craft breweries to adopt the Independent Craft Brewer Seal.
This many to be exact— 3,524.
This effort, of course, emerged as big beer companies, like Anheuser-Busch InBev (AB InBev), had been slowly but steadily acquiring more and more craft breweries to expand their portfolio and better capitalize on the small-batch beer consumer trend.
Foodable took interest on the subject last year and decided to compare three previously craft beer brands that were acquired by big beer companies to compare consumer sentiment before and after their buyouts. The result? The two brands that were acquired by a bigger beverage company actually had higher sentiment scores after the acquisition. This could be due to many different factors, including more resources for equipment, quality lab testing, and even marketing.
Since then, however, BA has been able to get some serious traction towards the adoption efforts of the indie seal, before a full year since it first released.
As Brewbound reports, the regions that have quickly adopted the seal as of June 6, include: “Puerto Rico, with 100 percent acceptance, followed by North Dakota (92 percent), Hawaii (87 percent), Delaware (81 percent), Georgia (79 percent), South Dakota (75 percent),” according to BA’s Seal Adoption Breakdown by State graphic. “On the other end of the spectrum, adoption rates of the seal are lowest in Rhode Island (35 percent), West Virginia (36 percent), Vermont (43 percent), Michigan (45 percent) and Oklahoma (46 percent).”
As reported in the past, a craft brewer, as defined by BA, is:
- A brewery with annual production of 6 million barrels of beer or less (approximately 3 percent of U.S. annual sales)
- Less than 25 percent of the craft brewery is owned or controlled (or equivalent economic interest) by an alcohol industry member that is not itself a craft brewer.
- A brewer that has a majority of its total beverage alcohol volume in beers whose flavor derives from traditional or innovative brewing ingredients and their fermentation.
As it stands, over 75 percent of BA-defined craft brewer volume has signed up to use the upside down beer bottle craft seal, alluded Bob Pease, CEO and president of the BA, during the annual Craft Brewers Conference in May, reports Brewbound.
What will it take for the remaining craft breweries to adopt the seal? Will these efforts and technicalities benefit or hinder the growth in the craft beer segment? It would be interesting to analyze and compare the consumer sentiment towards craft breweries before and after they adopted the Independent Craft Brewer Seal!
To learn more in detail about the percentage of states partaking in the adoption of the indie seal, visit Brewbound.