Big Beer, Craft Beer and Distributor Trade Groups Launch Agnostic Beer Campaign

, Big Beer, Craft Beer and Distributor Trade Groups Launch Agnostic Beer Campaign

When beer organizations like the Beer Institute, the National Beer Wholesalers Association and the Brewers Association join forces to promote beer, you know that everybody’s worried about beer sales…

Here’s the deal…

It’s no secret that beer sales are slowing. But when beer advocacy organizations that represent distinctly different arms of the biz launch a beer promotion campaign together…you know that everybody’s concerned about beer’s flagging fortunes…

, Big Beer, Craft Beer and Distributor Trade Groups Launch Agnostic Beer CampaignAlthough the Washington DC-based Beer Institute (BI) positions itself as “representing both large and small brewers, as well as importers and industry suppliers,” the organization which dates back 1862, is seen (fairly or not) as more of a Big Beer advocate organizations like Anheuser-Busch, Heineken, and MillerCoors.

The Brewers Association (BA) on the other hand advocates on behalf of craft brewers specifically as opposed to all brewers. And while they’ve worked with groups like Beer Institute on issues that that effect all brewers like federal taxation, “their directive is to promote and protect American craft brewers, their beers, and the community of brewing enthusiasts.”

The BA’s advocacy for small and independent brewers sometimes understandably puts it at odds with organizations such as Beer Institute, and vice versa.

, Big Beer, Craft Beer and Distributor Trade Groups Launch Agnostic Beer CampaignThe National Beer Wholesalers Association (NBWA) represents the nation’s independent beer distributors, who as part of the nation’s three tier system, are licensed by both the federal and state governments, to buy, store, sell and deliver beer to your favorite store, local restaurant or neighborhood bar.

Some see distribution networks as being more aligned with Big Beer. Anheuser-Busch controls 13 wholly owned distributors and its scope and scale is thought by many to exert undue influence over many of the nations’ distribution networks.

But with Big Beer’s sales continuing to decline and craft beer’s momentum slowing these sometimes oppositional advocacy groups have joined forces as part of the Beer Growth Initiative. And they’ve already launched the first leg of the 90-day “Beers To That’’ campaign in Austin, Texas…

, Big Beer, Craft Beer and Distributor Trade Groups Launch Agnostic Beer CampaignAccording to the Brewers Association the “Beers To That” marketing effort consists of a digital advertising campaign, consumer website, experiential events, point of sale materials and out of home advertisements funded through contributions from the coalition of brewers, beer importers and distributors.”

And inspired by Austin’s thriving artist community, the Beer Growth Initiative will also unveil four unique “Beers To That” murals created by local artists. The week of September 16-20 artists Jason Eatherly, Mike Johnston, Phoebe Joynt and Zulu will unveil their own interpretation of life’s celebratory moments paired with a beer.

According to Gallup, beer is still the most popular alcohol beverage in the United States and has been for decades. And these freshly aligned beer trade organizations efforts in Austin hope to keep things that way…

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