BOULDER, Colo. -- In an elaborate publicity stunt, the Brewers Association, the not-for-profit organization that represents America’s small and independent brewers, has announced the craft brewing community’s intent to "Take Craft Back" from big beer.
The #TakeCraftBack campaign seeks to crowdsource the funds to buy Anheuser-Busch InBev, the international conglomerate "that has been busy acquiring small breweries across the country."
"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 association said. The Take Craft Back campaign features "Andy"—an avowed lover of craft beer—who has appointed himself the campaign spokesperson based on his affinity for craft beer.
“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. “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 ... 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,” he said.
Take Craft Back aims to make Anheuser-Busch InBev, reportedly worth an eye-popping $213 billion, "an offer they can’t refuse" by raising the money necessary to buy out the largest brewer in the world. Pledges will only be collected after all $213 billion has been secured, the campaign said. Until then, "free swag will be distributed to all contributors and perhaps a few toasts will be raised along the way."
The Brewers Association, Boulder, Colo., is a not-for-profit trade association dedicated to small and independent American brewers, their beers and the community of brewing enthusiasts. The association represents more than 4,000 U.S. breweries.
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