The announcement came with a campaign video that is equal parts “LOL” and “WTF?”:
In it, “not-yet-superstar, Andy” leads the tongue-in-cheek charge of craft beer brewers and enthusiasts in the fight against Big Beer, which, in AB InBev’s case, has bought up 10 formerly independent breweries in recent years.
Is it a hoax? Yes. I’ve contacted the BA to confirm that it is, in fact, a humorous campaign designed to draw attention to Big Beer’s broadening grip on the “craft” industry, as it buys out formerly small and independent brands and thus, according the the BA, limits and confuses consumer choice.
This, as always, turns our attention to the meaning of “craft” and whether or not that definition matters in a changing marketplace. Whatever the case, pledgers get some pretty sweet swag.
Learn more about the Brewers Association’s Take Craft Back campaign at takecraftback.com.