(Escondido, CA) – Stone Brewing may not have spent $3.5 million on a Super Bowl ad this year though the company got its money’s worth using social media.

On Friday, the individual running the Stone Brewing Facebook page sent out this status update:

MILLIONS of dollars will be spent this Sunday on fizzy yellow commercials that tell you how to think and what to drink. While you laugh along at the funny jokes, take mental note of how the focus is on anything but how depressing their “beer” tastes, and pat yourself on the back for righteously choosing to support independent craft breweries instead.

Few things rally the craft beer contingent more than anti-Big Beer statements and this one took off.

On Facebook, the status update got over 2,800 likes, 700 shares and 200 comments. To put that into perspective, Sierra Nevada’s Facebook announcement that it would be building in North Carolina got 825 likes, 250 shares and 115 comments.

The comment also scored big with the Reddit beer community where it grabbed over 1,500 points and nearly 300 comments. It was the most popular item ever shared with that community by far.