A group of small, independent brewers is embarking on the largest crowdfunding campaign ever.
The Brewers Association – which represents craft breweries in the U.S. – is hoping to raise a whopping $213 billion to buy Anheuser-Busch InBev. (Yes, the actual Anheuser-Busch, which owns dozens of beer brands including Bud Light.)
The Brewers Association made its goal known with a satirical and entertaining news release and video.
The campaign aims to #TakeCraftBack from the "big beer" companies, which have been buying up smaller breweries across the U.S. in recent years. This has resulted in people having the "illusion of choice" at liquor stores, when in reality many popular, national brands that look like craft beer are actually made by the big companies, the group argues.
To defend independent brewers, the Brewers Association is taking on "big beer" – starting at the top.
Anheuser-Busch InBev is worth $213 billion. That's the offer the Brewers Association hopes to make, to buy the company before AB InBev scoops up any other small breweries.
Wait, they're seriously raising $213 billion?
Well, the Brewers Association knows this is an impossible task. It's more of a jab at "big beer" and a clever way to promote independence when it comes to craft beer.
On the #TakeCraftBack website, it asks people to make pledges to buy Anheuser-Busch InBev – you don't have to enter any credit card information because they're not actually collecting any money.
When you make your pledge, the site says that if "somehow, miraculously, against every odd" it secures $213 billion in pledges, it'll be in touch to collect on your pledge.
"We don't expect to be in touch," the site adds.
Instead, if you pledge any amount, the Brewers Association will send you free swag – either a sticker, koozie, hat or shirt that says "Take craft back."
The Brewers Association – in the confirmation email when you choose your swag – says you can continue to support your local craft brewers by seeking them out at the liquor store, and at bars and restaurants.
All you have to do is look for the new independent craft beer seal to keep the #TakeCraftBack movement going (you know, while they try to raise that $213 billion).
The Brewers Association introduced the independent beer seal earlier this year as a way for craft breweries to distinguish themselves from the "big beer" companies on liquor store shelves.
More than 2,000 breweries – including many in Minnesota – have adopted the seal, according to the trade group's website.