RICHMOND, VA – Honoring the spirit of summer and beer’s biggest holiday, the Brewers Association, joined by the Virginia Craft Brewers Guild, has declared July 3 “National Independent Beer Run Day.” The celebration calls on beer lovers to seek the independent craft brewer seal and purchase craft beers produced by small and independent breweries for their Independence Day festivities.
The campaign will be amplified by social media assets including a series of videos and audio spots with summer-themed sponsored playlists on Pandora Radio. Additionally, the Brewers Association will stream a world record attempt at the longest cheers ever, toasting all 7,300 small and independent U.S. craft breweries. CraftBeer.com—the Brewers Association website for beer lovers—will also support the effort with a collection of informative content. Independence Day is among the most critical for craft breweries. Based on IRI scan data, the week leading up to July 4 has been the highest single sales week of the year for each of the last five years. The data 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.”
As confusion about beer brand ownership continues to permeate the marketplace, the independent craft brewer seal is a badge of differentiation and distinction to help beer lovers identify which beers are from small and independent breweries. The VCBG is encouraging retailers like Ellwood Thompson’s in Richmond to help consumers easily identify independent craft beer all year.
About the Brewers Association & the Virginia Craft Brewers Guild - The Brewers Association (BA) is dedicated to small and independent American brewers, their beers and the community of brewing enthusiasts. The BA’s independent craft brewer seal differentiates beers by small and independent craft brewers. The Virginia Craft Brewers Guild (VCBG) is an affiliate of the BA and is dedicated to small and independent Virginia brewers, their beers and the community of brewing enthusiasts.