The Brewers Association was in need of a logo to help distinguish independently owned craft beer from the "Big Beer" conglomerates. The upside down beer bottle represents what these independent craft breweries have done to the beer industry: turn it on its head. The seal was launched in 2017 and is seen on all participating breweries' packaging including cans, bottles, taps, menus, doors, and can even be seen in retail locations. It's kinda pretty darn cool to see that thing everywhere all over the states. My parents are proud.