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Beer Insight | Craft

 

Nick McLawhorn

Director, Insights

Mirum

Nick.McLawhorn@mirumagency.com

 

 

Independent

crafts add seal

on packaging

 

One of the tensions in the craft beer industry is the division between independent craft and mass craft, and a complete redefinition of what people consider a craft beer. From a marketing standpoint, what was interesting this year is that the independent craft brewers are trying to take that long tail and get branding to promote themselves nationwide with some consistency. Members of this independent association will put the association seal on their packaging.