Brewers Association sees more engaged craft beer audience rally behind American Craft Beer Week

The Brewers Association predicts that its new #beeritforward angle and Geeks Who Drink pub trivia intiative will boost consumer engagement.

To appeal to a more engaged and educated craft beer audience, the Brewers Association has launched its #beeritforward social initiative and a partnership with pub trivia organization Geeks Who Drink for American Craft Beer Week. 

Although the craft beer market is no longer in double digit growth, the Brewers Association has seen a rise in consumers’ beer knowledge and level of engagement with their local craft brewery.  

“It does get harder and harder [for the craft beer industry] to grow off a larger base, and the loss of barrels by acquisitions from the large global brewers certainly affected the small and independent craft brewer barrel numbers and the overall volume of the beer pie,” Julia Herz, craft beer program director for the Brewers Association, told BeverageDaily.

“But engagement with the beverage of beer, especially on the full-flavored and craft side, is like nothing else this country has ever seen. It continues to rise and continues to march on.”

What it means to #beeritforward

The new #beeritforward message is the focus of the 12th annual American Craft Beer Week, taking place May 15-21 with more than 1,000 events across all 50 US states.

“When you have annual events, you definitely gain top of mind awareness and branding power each year, yet you always need to have some new element,” Herz said.

#beeritforward is designed to get beer drinkers to visit their local small and independent craft brewers and share a beer with a fellow beer lover while supporting the brewery who “beers it forward all year-long,” Herz said.

In fact, the Brewers Association estimated that over a one-year period the craft brewing community made $71m in cash donations to charitable causes.

The main challenge with planning a national, week-long event is centralizing and communicating the amount of events taking place, Herz said.

While the Brewers Association’s online publication,, has over 1,000 events listed on its official calendar, Herz says that there are in fact more events that aren't listed on the calendar and one of its challenges every year is to 'wrangle all the troops.'

Engaging the educated craft beer drinker

To capture a more engaged audience American Craft Beer Week started a partnership with Geeks Who Drink, a pub trivia organization, which will incorporate craft beer trivia-based activities at events at more than 800 locations.

“You’ve got a more educated beer lover today and that’s because of the rise of the local brewery,” said Herz.

“More people can name the local brewery down the street and with that more advanced beer culture, you have a more engaged beer lover.”

Related News

The Brewers Association will provide the independent craft beer seal to both members and non-members of the BA.

Brewers Association debuts new seal to differentiate craft brewers from ‘big beer’

The US has seen an explosion of breweries across the country. Picture: PMMI.

Changes to the beverage status quo

Craft beer is in the midst of a "tectonic shift," Rob Tod of the Brewers Association said during the Craft Brewers Conference. Photo: Brewers Association

Brewers Association: Craft beer must resist imposing ‘old order’ of big beer

What are the top trends in US craft beer? Pic:iStock/tab1962

‘A big year for small beer’: 10 trend highlights for US craft beer in 2016

Sierra Nevada was given the OpX Sustainability Program award by PMMI at ProFood Tech in Chicago last week.

Sierra Nevada spreads sustainability practices with CO2 recovery program at North Carolina brewery

Submit a comment

Your comment has been saved

Post a comment

Please note that any information that you supply is protected by our Privacy and Cookie Policy. Access to all documents and request for further information are available to all users at no costs, In order to provide you with this free service, William Reed Business Media SAS does share your information with companies that have content on this site. When you access a document or request further information from this site, your information maybe shared with the owners of that document or information.