La plus grande association de brasseries artisanales au monde désire racheter le plus grand groupe brassicole au monde. Non vous ne rêvez pas.
La BA (Brewers Association), représentant les brasseries artisanales des États-Unis, vient de lancer une campagne de financement mondiale pour récolter 213 milliards de dollars et acheter le groupe AB-Inbev. C’est la plus grande campagne de financement participatif jamais créée.
La campagne s’identifie sous le mot-clic #TakeCraftBack et le site internet TakeCraftBack.com vous attends. Une vidéo est en ligne depuis le 16 octobre 2017. Au moment d’écrire ces lignes, la campagne a déjà récolté 177 000 $.
Il y a très peu de chance que la campagne atteigne 100% de ses objectifs, sauf si vous considérez que c’est un excellent outil de promotion du logo « Certified Independant Craft », fort probablement le but premier de cette campagne originale qui risque de faire du bruit sur les réseaux sociaux.
Voici le communiqué de presse reçu aujourd’hui:
Boulder, Colo., October 16, 2017—It’s official: The Brewers Association (BA), the not-for-profit organization that represents America’s small and independent brewers, has announced the craft brewing community’s intent to Take Craft Back from Big Beer. The #TakeCraftBack campaign—launched at TakeCraftBack.com—seeks to crowdsource the funds to buy Anheuser-Busch InBev, the international conglomerate that has been busy acquiring small breweries across the country.
Over the past several years, Big Beer has been attempting to buy their way into the craft beer movement by acquiring small breweries at a rapid rate and using their acquisitions to invent craft brewing bona-fides.
The Take Craft Back campaign features a not-yet-superstar, Andy—an avowed lover of craft beer—who has stated that his affinity for craft beer makes him highly qualified to serve as a campaign spokesperson.
“Since 2011, Anheuser-Busch InBev has quietly acquired 10 small and independent breweries, but they won’t tell you that on their packaging,” said Andy. “Just try to name all 10 without Googling…exactly. Big Beer creates an ‘illusion of choice,’ but we are presenting them with a reality check—and hopefully, at the end of the day, with a real check too.
“Independent craft brewers refuse to be muscled out by Big Beer,” Andy continued, “And we are uniting on an unprecedented scale to take on Big Beer and their efforts to make it harder for beer drinkers to find their favorite independent craft beers at their favorite bars, liquor stores and restaurants.”
Anheuser-Busch InBev, which is worth an eye-popping $213 billion, represents the biggest—and the most powerful—of Big Beer, so Take Craft Back aims to make them an offer they can’t refuse.
For full details on the campaign and how to contribute, visit TakeCraftBack.com. Pledges will only be collected after all $213 billion has been secured. Until then, free swag will be distributed to all contributors and perhaps a few toasts will be raised along the way.
Beer lovers everywhere can spread the word with hashtags #TakeCraftBack and #IndependentBeer.