The Independent Craft Brewer Seal is a badge for you to proudly display your independent spirit as a small American brewery. It’s one of the important ways to set your brand apart and show the world who you are (and why they should care).
Why the seal is significant for your brewery
Craft beer lovers don’t just run to the grocery store and grab the first six-pack (or 30-pack) they see. They don’t just pull into the closest taproom around and order the first beer in sight.
They care about beer, and they care about the people behind the brew. They’re intentional in the kind of breweries they support because they don’t want their money to go towards “big beer” companies.
They want to know who owns the brewery brand and who is putting in the careful work of brewing each batch of beer. The seal offers an easy way for them to identify that you’re not an industry giant, but a small and independent craft brewery instead.
Over 85% of independent craft volume has already adopted the seal. Let’s make it 100%!
Who can sport the seal
If you fit the the Brewers Association definition of a small and independent brewer, you can join the ranks of over 4,800 craft brewers flying the flag of brewery independence by showing off their seal.
The Independent Craft Brewer Seal is yours (for free!) if you are a – Small. Independent. Brewer.
Here’s how the BA defines a Small Independent Brewer.
Annual production of 6 million barrels of beer or less (approximately 3 percent of U.S. annual sales). Beer production is attributed to a brewer according to rules of alternating proprietorships.
Less than 25 percent of the craft brewery is owned or controlled (or equivalent economic interest) by a beverage alcohol industry member that is not itself a craft brewer.
Has a TTB Brewer’s Notice and makes beer.
Beer lovers love supporting small and independent craft brewers. And the badge is an easy way to let your brand stand out as a craft brewery instead of “big beer,” so customers can use their dollars to keep brewers like you in business.
Why is the beer bottle on the seal upside down?
Because breweries like you have been turning the beer world upside down by bringing local communities together, creating hand-crafted flavors, and taking big risks in a way that huge beer giants never can.
Where to put the seal
Hit us up in the chat or send a message below if you’d like some tips on where to put the seal on your tap handles, bottles, cans, case boxes, and other packaging so it fits in seamlessly with your brand.
Some other great places to put it include your T-shirts, menus, koozies, hats, growlers, the door of your brewery, and especially your website.
If you’re not tech savvy and don’t know how to place the seal in a prime spot on your website (or don’t want to pay for a techy person to do it for you), Sweet Tea Marketing is offering to put the seal up for *FREE* on your website.
How to get the seal
If you qualify as an Independent Craft Brewer (as detailed above), then hop over to the Brewers Association site, fill in your brewery-associated email address, and then fly the flag of brewery independence by showing off the seal on your packaging, tap handles, and website.
If you’re a non-brewery business or organization who supports craft breweries (like us!), you can get your own seal as well. You can see the yellow “supporter” seal at the bottom of every page on this website. You can also use it to show off your support at your place of business, email footer, and merch, so your customers know you support small and independent craft breweries.