There's some debate as to whether the label will have a significant impact on sales, but most believe transparency and education are important. Small and independent breweries make up 99% of the over 5,300 breweries in the United States, though they're responsible for just 12% of the beer sold nationally. "There are many attempts to emulate craft beer and confuse the consumer," said Dan Schwarz, co-founder and CEO of Lift Bridge Brewery. "The seal is an easy way for craft consumers to identify what comes from independent craft breweries."
Breweries may use this label free of charge even if they're not a member of the Brewers Association, as long as the brewery has a valid TTB Brewer's Notice, meet the Association's definition of a craft brewer, and sign a licensing agreement.
"I don't know about a sales change," said Ansari. "That's kind of not the point in my book. It's about letting people that care know there's a difference between breweries. They're not all like they used to be a few years ago. If you care and want to support a local brewery, look for that independent craft beer seal on the beer you buy."
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