Thoughts on: Brewers Association Launches ‘Take Craft Back’ Campaign to Buy ABI, published Oct. 17, 2017 on MensJournal.com.
Take Craft Back
Last week, the Brewers Association launched Take Craft Back, a “tongue-in-cheek” campaign crowdsourcing imaginary funds in the amount of $213 billion from craft brewers and consumers. The goal? To foot the bill for a weighty purchase: buying out Anheuser-Busch InBev, or ABI, the world’s largest brewing behemoth.
Why? Because ABI has systematically purchased a total of 10 formerly independent craft breweries in the past several years, which allegedly bumps “real” craft brewers off the shelves, out of hop fields and clear out of the minds of beer consumers who aren’t educated enough to make the right choice when faced with corporate versus independent brands at the bar or in the supermarket.
Did the campaign have good intentions? Yes. Absolutely. The BA works their asses off standing up for small and independent brewers around the country, and I respect them for it. In fact, I often cover their successes in beer politics, share and review their Brewers Publications book releases, and reach out to their leaders when I think a story could use their expertise. Take Craft Back is one of the many ways they are both showing and garnering support for the small beer community and I commend that.
But, there was some backlash. Although many of the brewers we love shared the news and contributed to the campaign—and, apparently, upwards of 8,000 people have “donated” (no real money was exchanged, but pledgers are sent some swag for their support)—other industry members were not so tickled. I’ll be the first to admit I laughed at the video, but I too was confused about what I was looking at.
Criticisms of the Campaign
Beer writers in my extended network reacted the most negatively out of anyone, really, and not necessarily to a fault. While the campaign, at best, is obviously a lighthearted attempt to get more eyes on the BA’s goals and convince more people to take the side of the small and independent brewers who work so hard to bring us great beer, the campaign is also bewildering, divisive, and quite frankly, petty. At it’s worst, it’s being criticized as childish, embarrassing, and a misguided use of resources.
I, as always, can appreciate both sides. However, I do agree that there are more effective (and certainly, more distinguished) ways to educate the public about the differences between independently brewed and macro-brewed beer. Although ABI hasn’t issued an official response yet, I imagine they’re laughing their way to the bank, and that the bank is the only institution that will ever touch those $213 billion.
Here’s my coverage of the Take Craft Back campaign for Men’s Journal.