“People don’t buy what you do, they buy why you do it.” – Simon Sinek
The Craft Malt Certified™ Seal program is the first of its kind, designed to offer recognition to breweries or distilleries sourcing 10 percent or more of their grain from craft maltsters. The Seal Program provides an opportunity for product differentiation within a crowded marketplace. But, beyond becoming Craft Malt Certified™, what about those next-level brewers and distillers? The ones who take it a step further and proudly display the seal in their sales and marketing strategies.
Why Choose Craft Malt Certification?
Choosing local craft malt and becoming Craft Malt Certified™ is a powerful way to differentiate your brand. Adding that distinction to your packaging allows every bottle or can to tell the story of your commitment to supporting local small businesses and increasing environmental sustainability. It makes a statement about creating products that stand out and creating a brand that stands for something.
“The significance of the seal cannot be understated,” says Dan Pangburn, Co-Owner of Footbridge Brewery. “It serves as a symbol of our unwavering commitment to supporting local maltsters and ensuring the superior quality of the malt they produce. It distinguishes us in the market, granting consumers the assurance that every beer we create is crafted using the finest, locally sourced ingredients, reflecting the unique terroir of our region.”
For Mark Goodwin, Co-Founder and Director of Fermentation at Cellarest Beer Project, “I put [the seal] on the same tier as the Independent Craft Brewer Seal’ from the Brewers Association on our beer, which is equally important to us.”
Beyond The Tasting Room
Beyond adding the seal to your packaging and displaying the Craft Malt Certified™ seal on the wall of your brewery or tasting room, there are other ways to spread the word and speak to why craft malt matters.
Pangburn of Footbridge Brewery says, “We’ve incorporated the Craft Malt seal into our marketing campaign, aptly named “Be Part of Something.” This campaign was created to showcase the brewery’s passion for local ingredients and commitment to using 95% Maine-sourced ingredients in every beer they brew.
Tim Schnars, Director of Brewing & Distilling Operations at Meadowlark Brewing & Spirits, feels it’s important to showcase The Seal in as many ways as possible.“We have displayed the seal in our taprooms and incorporated the seal into our video menus,” he explains.
The Mark of Distinction
“We wholeheartedly recommend that anyone considering the use of the Craft Malt seal takes this opportunity to stand out, be part of something remarkable, and contribute to the craft movement,” says Pangburn of Footbridge Brewery.
Not all brews are created equal. It takes quality ingredients to make quality beers and spirits, but having quality ingredients and passion isn’t enough. In a crowded marketplace, there is a need to stand out. “These days, consumers want to know those kinds of things. Having the seal [on your packaging] is a good way to show that you support local agriculture and malt houses.” according to Goodwin of Cellarest.
At Arizona Wilderness Brewing Co., Patrick Ware, Head of Brewing Operations, says of the seal on their packaging, “It conveys transparency to the consumer relevant to the price point.”
He makes a great point that products highlighting the inclusion of craft malt tend to sell in higher volumes and frequently at higher price points.
Schnars of Meadowlark, “Craft malt is a much better story to serve to the patrons of your brand. People have toured breweries a ba-zillion times. Chances are good that people are familiar with the same old song and dance. When we talk to our patrons about craft malt, we get to discuss new terminology like “terroir” or “single-origin,” as in the case of our Brewski pilsner and Astro Wheat malts.” For them, The Seal opens up the conversation. “These days, I talk more about our farmer-maltster partners when I give a tour. It adds more to the story, sort of like the other breweries weren’t giving folks the secret knowledge.”
Here are even more Craft Malt Certified breweries are using the Seal in real life…
Cellarest Beer Project
For Cellarest Beer Project, their marketing strategy includes showing their investment in their local malthouse and Guild member Riverbend Malt House to the widest audience possible. To that end, they put the seal on their first bottle in 2021, and since then, it has been on each and every can and bottle. – Asheville, North Carolina
Footbridge Brewery
The Footbridge Brewery journey began in 2019 with a steadfast commitment to sourcing 95% of their ingredients from their home state of Maine. Their collaboration with Guild Member Blue Ox Malting predates their brewery’s opening. They proudly display the Craft Malt seal on the wall of the brewery’s tasting room and are in the process of redesigning all their labels to feature the Craft Malt seal prominently. – Boothbay Harbor, Maine
Meadowlark Brewing
Meadowlark Brewing became the first Craft Malt Certified brewery in Montana in July 2020 and began incorporating The Seal on their packaging in 2022. Craft Malt features strongly in their brand’s story, and they take great pride in using the Seal to let their patrons know that by drinking Meadowlark beer, they’re supporting the local agronomical community and keeping their dollars local. – Billings, Montana
Arizona Wilderness Brewing
For Arizona Wilderness Brewing, the lifeblood of their company mission is to make Arizona supply chains sustainable. They’ve partnered with Sinagua Malt to save hundreds of millions of gallons of water for the Verde River watershed. For them, The Seal is a way to differentiate their brand and showcase their commitment to craft malt as well as conservation. Gilbert, Arizona
Investing in craft malt matters. Investing in packaging that features your ingredients is next level, and for this, we want to celebrate you! To be featured, tag your social media posts featuring the seal on your labels with the hashtag #CraftMaltCertified and submit your stories here.
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