The Brewers Association (BA) the not-for-profit organization that represents America’s small craft brewers launched a brazen campaign to “Take Craft Back” by raising $213 billion to purchase Anheuser-Busch InBev. Through the largest ever crowdfunding campaign, the BA wants to purchase the mega brewery that is purchasing many of its members. The campaign has raised more than 1 million in its first day, but does anyone think it’s more than a smart PR gimmick?
The #TakeCraftBack campaign—launched at TakeCraftBack.com has an entertaining premise and video but has little chance to succeed.
More from the Brewers Association press release:
Over the past several years, Big Beer has been attempting to buy their way into the craft beer movement by acquiring small breweries at a rapid rate and using their acquisitions to invent craft brewing bona-fides.
The Take Craft Back campaign features a not-yet-superstar, Andy—an avowed lover of craft beer—who has stated that his affinity for craft beer makes him highly qualified to serve as a campaign spokesperson.
“Since 2011, Anheuser-Busch InBev has quietly acquired 10 small and independent breweries, but they won’t tell you that on their packaging,” said Andy. “Just try to name all 10 without Googling…exactly. Big Beer creates an ‘illusion of choice,’ but we are presenting them with a reality check—and hopefully, at the end of the day, with a real check too.
“Independent craft brewers refuse to be muscled out by Big Beer,” Andy continued, “And we are uniting on an unprecedented scale to take on Big Beer and their efforts to make it harder for beer drinkers to find their favorite independent craft beers at their favorite bars, liquor stores and restaurants.”
Anheuser-Busch InBev, which is worth an eye-popping $213 billion, represents the biggest—and the most powerful—of Big Beer, so Take Craft Back aims to make them an offer they can’t refuse.
For full details on the campaign and how to contribute, visit TakeCraftBack.com. Pledges will only be collected after all $213 billion has been secured. Until then, free swag will be distributed to all contributors and perhaps a few toasts will be raised along the way.
Beer lovers everywhere can spread the word with hashtags #TakeCraftBack and #IndependentBeer.
The Brewers Association is an equal opportunity employer and does not discriminate on the basis of race, color, national origin, gender, religion, age, disability, political beliefs, sexual orientation, or marital/familial status. The BA complies with provisions of Executive Order 11246 and the rules, regulations, and relevant orders of the Secretary of Labor.
Founder of The New School and most frequent contributor Ezra Johnson-Greenough has worked in the craft beer industry for almost 10 years, doing everything from illustrating beer labels to bartending at renowned beer bars and breweries like Belmont Station, Apex, Laurelwood and Upright Brewing. He has also had a hand in creating events like the Portland Fruit Beer Festival, Portland Beer Week, and the Brewing up Cocktails series. He is available for freelance consultation in marketing, events, graphic design and branding.