Craft brewing’s lobbying association announced today that it’s launching a crowd-funding campaign to buy Budweiser’s Belgian parent company, Anheuser-Busch InBev (AB InBev). It needs $213 billion to do it.
The Brewers Association (BA), the Colorado-based trade organization that represents craft breweries, calls its campaign “Take Craft Back,” and so far it includes a new website, hashtags and videos of brewers and others talking about why craft matters. It’s ostensibly the largest crowdfunding campaign in history, seeking to raise money totaling the value of a company that has just completed the biggest corporate merger in history. But the BA doesn’t seem too concerned with that deal, which brought together the world’s two largest beer producers.
Rather, the messaging focuses on the fact that AB InBev has wholly purchased 10 American craft breweries over the past six years and doesn’t identify these brands accordingly. Many in the craft community consider this obfuscation disingenuous, leading the BA to name products made by the former craft breweries as “crafty.”
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