'Discover the Flavors of Independence'

New slogan ready for American Beer Month in July

Jan 21, 2003 - The Association of Brewers (AOB) has announced the long-awaited official slogan for American Beer Month: "Discover the Flavors of Independence."


American Beer Month will be celebrated for the fourth time during the month of July. It is a grassroots campaign organized by the AOB to promote American brewing and celebrate the diversity and variety of American beer.

As part of American Beer Month, will once again present the ABM Challenge Cup.

A core committee of volunteers from the brewing community poured over hundreds of suggestions before cultivating one of their own. Core committee members are: Sebbie Buhler-Rogue Ales, Ed Canty-Florida Brewers Guild, Tomme Arthur-Pizza Port Solana Beach Brewery, and Paul Gatza-Association of Brewers-Institute for Brewing Studies.

"We put a lot of effort into this decision as did all those folks who submitted suggestions. We're very excited about the slogan and the fresh launch of a new message and energy for American Beer Month's 2003 campaign," said Buhler, Rogue Ales Sales Strategist.

Cindy Jones, AOB's Sales and Marketing Director, breaks down the slogan: Discover was chosen because it implies a journey or exploration; Flavors was selected because it represents the concept of the diversity of American brewing and reminds people that beer is a beverage with taste; Independence ties in the month of July and that American brewers are entrepreneurs.

Planning and promotions for the July celebration have begun. A new poster and sticker designs are in the works to reflect the new campaign. More information is avaiable at

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