I read this article this morning about the intentional confusion created by large multinational brewers in their attempt to grab a piece of the fastest growing sector of the beer market: craft beer.
Tired of watching mainstream beer sales fall while the craft beer craze soared, large international companies like MillerCoors and Anheuser-Busch InBev have hijacked the playbook of small, independent brewers. The results are faux “crafty” beers like Blue Moon and Shock Top, which appear to be created by smalltime operations, while actually being produced by the world’s largest brewers. Naturally, the authentic little guys aren’t pleased.
I have a simple idea: why don’t craft brewers who are members of the Brewers Association put the BA logo on their packaging to distinguish their true craft beer from “crafty” imitators?
Other food and beverage trade associations do this. I see logos on packages certifying food as local, organic or from a particular region… why not a logo that lets the consumer know this is a real craft beer?