“We’re honored to have been selected by the preeminent trade organization in an industry we fully support,” said Ian Anderson, public relations director and partner at Backbone. “As craft brewers continue to increase their share of the overall beer market in a highly competitive environment, it’s an exciting time for our agency to contribute to the BA’s marketing efforts and share the compelling stories of small and independent craft brewers.”
In 2018, small and independent brewers collectively produced 25.9 million barrels and realized four percent total growth, increasing craft’s overall beer market share by volume to 13.2 percent.
“We were impressed with Backbone’s experience in the active lifestyle and beverage industries, as well as their ability to tell nuanced stories from category leading brands and organizations to mainstream audiences,” said Ann Obenchain, marketing director, Brewers Association. “Backbone will help usher the BA into the next chapter of our media relations campaigns, and we feel all aspects and members of the BA will benefit from their expertise and engagement.”
Backbone will provide dedicated media relations and strategic communications support for the association’s member-and consumer-facing initiatives and priorities— amplifying the brand presence and awareness of the Brewers Association and its members; promoting and elevating the beverage of craft beer to consumers; and initiating interest in the hobby of homebrewing.
Washington, D.C.-based Banner Public Affairs will continue to provide media and communications support for the association’s legislative efforts.
About the Brewers Association
The Brewers Association (BA) is the not-for-profit trade association dedicated to small and independent American brewers, their beers and the community of brewing enthusiasts. The BA represents 4,900-plus U.S. breweries. The BA’s independent craft brewer seal is a widely adopted symbol that differentiates beers by small and independent craft brewers. The BA organizes events including the World Beer Cup®, Great American Beer Festival®, Craft Brewers Conference® & BrewExpo America®, SAVOR: An American Craft Beer & Food Experience, Homebrew ConTM, National Homebrew Competition and American Craft Beer Week®. The BA publishes The New Brewer® magazine, and Brewers Publications® is the leading publisher of brewing literature in the U.S. Beer lovers are invited to learn more about the dynamic world of craft beer at CraftBeer.com® and about homebrewing via the BA’s American Homebrewers Association® and the free Brew Guru® mobile app. Follow us on Facebook, Twitter and Instagram.
The Brewers Association is an equal opportunity employer and does not discriminate on the basis of race, color, national origin, gender, religion, age, disability, political beliefs, sexual orientation, or marital/familial status. The BA complies with provisions of Executive Order 11246 and the rules, regulations, and relevant orders of the Secretary of Labor.
About Backbone Media
Backbone Media targets, engages and inspires the active lifestyle market through public relations, media planning and buying, and social media. For more than 20 years, Backbone has worked with leading outdoor gear, apparel, technology, food and beverage brands, as well as tourism destinations around the world. Backbone has offices in Carbondale and Denver, Colorado, and has consistently been named one of Outside magazine’s “Best Places to Work.” For more about Backbone Media, visit www.backbonemedia.net.
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This article originally appeared on craftbeer.com