Since everything A-B does is perceived by craft brewers as rolling out of the Gates of Hell, it’s no wonder that craft brewers have chosen to ignore what A-B was trying to do. There always isn’t, however, a boogeyman under the bed.

You can take what they’re doing with a grain of salt as pure self-promotion (probably why Miller chose to ignore the program), but with 150 + years of existence under its belt, there might be something here that A-B’s “Here’s to Beer” program could hold that might benefit the entire brewing community — big and small.

It used to be the United States Brewers Association and their propoganda arm (not perjorative), the United Brewers Industrial Foundation, that led the stumbling years after Repeal with programs like “Beer Belongs” and “Beer, the Beverage of Moderation.” They did it for the good of the industry and were welcomed by big and small brewers for what they did to bring beer into the home and make it a part of our everyday lives.

I don’t see anyone else today stepping up and putting aside their own self-interests to do what the USBA once did. A-B’s efforts might be worth a second look, at least in this instance.