The Brewers Association (Boulder, Colorado) – the not-for-profit trade association dedicated to small and independent American brewers – has officially announced that July 3, 2019 will serve as the first ever National Independent Beer Run Day, an initiative that reminds you to “seek the independent craft brewer seal and purchase craft beers produced by small and independent breweries for [your] Independence Day festivities.”
Since there is still a good deal of confusion concerning beer brand ownership in the marketplace, National Independent Beer Run Day has surfaced as an extension of the Brewers Association’s “Seek the Seal” campaign that brings attention to a “certified mark [that gives] beer lovers an easy way to identify independent craft beer.” Seeking the seal is especially important on Independence Day because “the week leading up to July 4 has been [craft beer’s] highest single sales week of the year for each of the last five years.” Sourced from an IRI scan, this data further “suggests sales that week are 35 percent higher than a typical week. More than half (53 percent) of beer lovers indicated that independent ownership is important when purchasing a beer.” (Source: Sterling Rice Group AAU January 2019)
“Craft beer serves as the anchor for so many Independence Day celebrations. Our libations and the liberation we’re celebrating should go hand in hand. As you plan for this Fourth of July, think independent and drink independent,” said Julia Herz, craft beer program director, Brewers Association. “In preparation for the country’s favorite summer holiday, make sure your beer run includes independent craft beer.”
The Brewers Association will promote National Independent Beer Run Day with a series of videos available on YouTube, audio spots and summer-themed sponsored playlists on Pandora Radio, an event page on Facebook, and “a world record attempt at the longest cheers ever, toasting all 7,300 small and independent U.S. craft breweries.” Go ahead and check out these promotional assets, but – above all – be sure that you support National Independent Beer Run Day by picking up some truly independent craft beer for Independence Day. Prost!