The affiliation that represents the nation’s impartial craft brewers desires to purchase a beer business heavy-weight: Anheuser-Busch InBev.
The Brewers Affiliation, which represents greater than four,000 U.S. breweries, on Monday launched a crowdfunding marketing campaign to boost $213 billion to purchase the Belgium-based worldwide suds conglomerate. Tagline: It solely appears unimaginable for those who actually give it some thought.
“Take Craft Again” — which had raised greater than $830,000 by Monday afternoon — is a form of tit-for-tat transfer that notes craft brewers upended the brewing business and in consequence, the large guys, like Anheuser-Busch InBev, have been making an attempt to muscle again in by buying beloved native manufacturers.
“Since 2011, Anheuser-Busch InBev has quietly acquired 10 small and impartial breweries, however they gained’t let you know that on their packaging. Simply attempt to identify all 10 with out Googling … precisely,” the marketing campaign says in a video that includes a “Andy” bearded beer fan wandering by a craft brewery. “Massive Beer creates an phantasm of alternative,’ however we’re presenting them with a actuality verify, and hopefully, on the finish of the day, with an actual verify too.”
The Full Pint, a craft-brew commerce web site, assessed the marketing campaign as “extra of a publicity stunt to boost consciousness greater than an precise play to buy Anheuser-Busch. We think about this marketing campaign will garner some mainstream media assist, which can in flip assist elevate the profile of independently owned craft brewers and the challenges ABI has offered the craft brewing business over the previous few years.”
Pledges to the crowdfunding marketing campaign will solely be collected in spite of everything $213 billion has been secured, based on a information launch. “Till then, free swag might be distributed to all contributors.”