It’s official: The Brewers Association, the not-for-profit organization that represents America’s small and independent brewers, announced the craft brewing community’s intent to Take Craft Back from Big Beer. The #TakeCraftBack campaign—launched at TakeCraftBack.com—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 Take Craft Back campaign features a not-yet-superstar, Andy—an avowed lover of craft beer—who has stated that his affinity for craft beer makes him highly qualified to serve as a campaign spokesperson.
“Since 2011, Anheuser-Busch InBev has quietly acquired 10 small and independent breweries, but they won’t tell you that on their packaging,” Andy says. “Just try to name all 10 without Googling … exactly. 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 refuse to be muscled out by Big Beer,” Andy continues, “and we 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.”
Anheuser-Busch InBev, which is worth an eye-popping $213 billion, represents the biggest—and the most powerful—of Big Beer, so Take Craft Back aims to make them an offer they can’t refuse.
Pledges will only be collected after all $213 billion has been secured. Until then, free swag will be distributed to all contributors and perhaps a few toasts will be raised along the way.