Presented by Hillebrand

Categories

The CBMA categories reflect our philosophy that creativity is more important than budget. Today, brewers can use strong visual identity, storytelling, word-of-mouth, and digital media to achieve never–before–seen growth that has levelled the playing field between “big” and “small” beer. Will you win a Crushie this year?

Projects submitted to the following categories will only be evaluated against peer projects in the same category. You may enter work into multiple categories, if appropriate, and may win multiple awards.

BEST BOTTLE DESIGN

They say a beer bottle label is worth a thousand words, but it’s worth a lot more than that when you’re selling beer. Is your beer bottle label beautifully designed? Does it satisfy the visual appetite of even the most discerning beer aficionado? This category is looking for the best beer bottle label designs – those that are unique, attractive, and functional. Extra weight may be awarded by Judges for beer bottle labels that demonstrate innovative design, or which implement a label or bottle treatment for a visual or tactile experience.

1. Best Bottle Design / 12oz, 12.7oz, 16.9oz (500ml) Bottle

2. Best Bottle Design / 22oz, 25.36oz (750ml) Bottle

BEST CAN DESIGN

They say you can’t judge a beer by its label, but today, nearly every beer shopper does. Does your beer can design intoxicate the eye, even before the first sip? Does it have stopping power on the shelf and connect with a beer shopper in a meaningful way? This category is looking for the best beer can label designs – those that are unique, attractive, and functional. Extra weight may be awarded by Judges for beer can labels that demonstrate innovative design, or which implement a label or can treatment, for a visual or tactile experience.

3. Best Can Design / 8oz (237ml), 12oz Can

4. Best Can Design / 16oz, 19.2oz Can

5. Can Design / People’s Choice* / 16oz Can

Entries of this category will be ranked into top positions by our judges and then be voted on by fans. People’s Choice allows beer fans to vote for their favorite 16oz can design using social media polling. *The entry with the most votes will become a People’s Choice Crushie Award winner.

6. Best Can Design / 32oz Can

BEST PACKAGING DESIGN

There's a war waging on beer shelves across America. Every brand is fighting for the same consumer eye, struggling to break through the clutter and be chosen for purchase. With nearly 10,000 breweries projected to be in operation by 2020, it’s getting harder and harder to stand out. That’s why today, effective beer packaging is critical and remains the most effective means of influencing purchase. This category is looking for the best beer can and bottle package designs – those that go beyond the box, carrier, or case. Packaging that is unique, attractive, and functional. Extra weight may be awarded by Judges for work that demonstrates innovative design or function, or which applied a treatment for a visual or tactile experience or was created using environmentally-friendly materials.

7. Best Packaging Design / Bottle

8. Best Packaging Design / Can

9. Packaging Design / People’s Choice* / Can

Entries of this category will be ranked into top positions by our judges and then be voted on by fans. People’s Choice allows beer fans to vote for their favorite can packaging design via social media polling. *The entry with the most votes will become a People’s Choice Crushie Award winner.

BEST TAP HANDLE DESIGN

Tap handles are the most powerful piece of marketing and branding available to brewers at the draft point–of–purchase. A great tap handle turns a beer shopper’s eye away from the chorus of other handles and quickly conveys your brewery story, forming a meaningful bond between the drinker and the beer brand. This category is looking for the best tap handle designs – those that are unique, attractive, and functional. Extra weight may be awarded by Judges for tap handles that demonstrate innovative design, or which implement technology for an innovative visual or tactile feature.

10. Best Tap Handle Design / Unique

Steps outside of the norm to really make people at the bar point at it and say: “What’s that?!”

11. Best Tap Handle Design / Innovative

Shows advanced design thinking or strategy and uses cutting-edge design, function, or technology.

12. Best Tap Handle Design / Sustainable

Authentically sustainable by using natural, renewable, reclaimed, or recycled materials as a key design element or theme.

13. Tap Handle Design / People’s Choice* / Sustainable

Authentically sustainable by using natural, renewable, reclaimed, or recycled materials as a key design element – voted on by craft beer drinking people. Entries of this category will be ranked into top positions by our judges and then be voted on by fans. People’s Choice allows beer fans to vote for their favorite Tap Handle design via social media polling. *The entry with the most votes will become a People’s Choice Crushie Award winner.

BEST LOGO DESIGN

A logo is the unique brand mark that communicates ownership of a business, product, or service. The best logos are creations that clearly communicate a brewery’s brand values in a creative, aesthetically pleasing manner. Logos can be inspiring, evoke emotion, and some are simply genius. This category is looking for the best beer–related logo designs – those that are unique, attractive, and convey the brand identity. Extra weight may be awarded by Judges for logos that demonstrate innovative typography or apply clever use of design to further depict brand intention.

14. Best Logo Design / Unique

We’re looking for logos that stand out, tell a story, are different, or are just simply awesome.

15. Best Logo Design / Use of Icon or Mascot

Your logo has a distinct personality with an icon or mascot (and yes, sometimes its furry).

16. Best Logo Design / Typography

Your name and brand are distinctly identifiable based on your type design. How cool, right?

BEST ORIGINAL VIDEO

The world of video is exploding. YouTube has the second largest audience in the world. The use of video marketing introduced a whole new level of brand-sharing to the beer industry. Breweries are able to showcase the beauty of their liquid-gold – from grain-to-pint – and truly share who they are and what they represent to their customers. This category recognizes outstanding video production across all media. Original beer–related videos that are unique, attractive, and engaging. Extra weight may be awarded by Judges for videos that made an important point to a key audience through education and storytelling, evoked emotion, or motivated them to take action.

17. Best Original Video / Humor

Not only did you share your message in a clear way, but you made us laugh while doing it!

18. Best Original Video / Storytelling

Videos that tell a concise, informative, emotional, or inspiring story by using engaging storytelling.

19. Best Original Video / Cause-related

This category is all the warm and fuzzies. This video must deliver positive substance to viewers that translated into real results for the cause, and brand.

20. Original Video / People’s Choice* / Cause-related

This category spotlights the great philanthropic work that brewers do to give back to their community – and the world. Entries of this category will be ranked into top positions by our judges and then be voted on by fans. People’s Choice allows beer fans to vote for their Favorite Original Video via social media polling. *The entry with the most votes will become a People’s Choice Crushie Award winner.

BEST WEBSITE DESIGN

Your website exudes amazing storytelling. It’s entertaining, informative, and emotionally compelling to beer lovers. From concept to execution, you’ve created a website that truly captivates visitors. The “Best Website” category celebrates those who understand the importance of an enticing web presence. Extra weight may be awarded by Judges for those sites that showcase their brews in a unique and informative way, truly highlighting what draws people to them.

21. Best Website Design / Best Design

We’re looking for the cleanest, most valuable brewery websites out there. How does yours stand out from the competition?

22. Website Design / Best Showcase of Beers

Websites that showcase their beer in a unique, interactive, educational, and engaging way.

23. Website Design / Best Use of Video & Photography

Websites with a bold use of video, and photography can enhance the feeling consumers receive when visiting your website.

BEST MERCHANDISE DESIGN

One thing we know for sure: The craft beer community loves branded merchandise! From tin tackers to t-shirts, beanies to bottle openers and branded headgear, hoodies, and beyond. If you’ve branded cool beer merchandise, let us know see what you created. This category highlights the unique ways that breweries brand themselves through merchandise. Extra weight may be awarded by Judges for those pieces that go outside of the norm, are extremely creative, and environmentally-friendly.

24. Best Merchandise Design / Most Creative Line

This category showcases how a line of merchandise was used to promote a brewery, beer brand, brewery, or beer-related event. Must include two (2) or more pieces from the merchandise line.

25. Best Merchandise Design / Innovative

Use of advanced thinking or practice using cutting-edge design, function, or technology to create some awesome merchandise.

26. Best Merchandise Design / Sustainable

Authentically sustainable by using natural, renewable, reclaimed, or recycled materials as a key design element in the merchandise.

BEST USE OF SOCIAL MEDIA

Every brewery wants to engage a specific audience, and social media is where you find them. Social media channels have changed the way breweries share their brand aesthetic, show their customers who they are, and of course showcase their beers. This category gives a big shout-out to the craft beer connoisseurs who have built their own brands – known as social media influencers. This category will honor those who stand out in an oversaturated digital space. Extra weight may be awarded by Judges for those feeds who create a desire to be a part of a beer brand in a unique way.

27. Best Use of Social Media / People’s Choice*/ Most #FOMO Instagram Account

Looking for social feeds that feature stunning visual displays of mouthwatering beer, beer experiences, and anything beer–related to give viewers FOMO (Fear Of Missing Out) for not being there. Let us know how your accounts garnered more attention, resonated with your audience in meaningful ways, and translated into positive results for your beer brand. Entries of this category will be ranked into top positions by our judges and then be voted on by fans. People’s Choice allows beer fans to vote for their “Favorite Most FOMO Instagram Account” via social media polling. *The entry with the most votes will become a People’s Choice Crushie Award winner.

28. Best Use of Social Media / Cause-related

This content moves audiences to take action.

29. Best Use of Social Media / Beer Influencer of the Year!

You maintain one or multiple social media channels that display consistent postings of custom, beer–related content to an engaged base of followers that are positively influenced. Entries of this category will be ranked into top positions by our judges and then be voted on by fans. People’s Choice allows beer fans to vote for their “Favorite Beer Influencer” via social media polling. *The entry with the most votes will become a People’s Choice Crushie Award winner.

BEER–MARKETING WILD CARDS

Every beer brand has something unique about them, and it all starts inside the walls of your brewery. What makes your beer brand stand out? The “Beer–Marketing Wild Card” category honors breweries that put in extra effort to really stand apart from the crowd in distinct ways.

30. Beer–Marketing Wild Cards / Most Creative Beer Flight

You’re not just putting out a flat piece of wood with some tiny glasses on it. You’ve thought about it (even if you just did it for the ‘Gram).

31. Beer–Marketing Wild Cards / Coolest Taproom

Celebrates overall inviting aesthetic, customized pieces, innovative features, and more of your taproom. What’s your story?

32. Beer–Marketing Wild Cards / Best Use of Retro Branding

Any brewery branding campaign – from a beer label to a social media campaign or video – that applied some level or use of retro images or references to evoke nostalgia to their target audience.

33. Beer–Marketing Wild Cards / Best Brewery Rebrand

Maybe you started off with nothing and now have a massive following. Maybe your brand has been around for longer than you’ve been alive. Or, maybe you just hated the way things used to look. Show off your new rebrand in this category, and let’s celebrate change.