Craft brewers give seal of approval to new initiative
GOLD Coast craft brewers are hoping a new seal can add fizz to the sales of independent producers facing off against “big beer” breweries.
The Independent Brewers Association has launched the IBA Independence Seal, which it says will help consumers distinguish the genuine craft brewers from product pumped out by mega-breweries such as Lion.
Burleigh Brewing Co CEO Peta Fielding, who is a former chair of the IBA from when it was known as the Craft Beer Industry Association, said consumers wanted to know who and what they were supporting when they purchased beer labelled craft.
“Originally, Queenslanders weren’t too sure about drinking anything that didn’t come in a yellow can, but things have certainly changed a lot in the past decade,” Ms Fielding said.
“Consumers often want to
know not only what they’re buying, but who they’re buying from, and indirectly, what they are supporting in that process.
“Using the seal enables consumers to know that our message of community driven beer is genuine and truly who we are – not a manufactured marketing approach to appear like something we’re not.”
IBA boss Alexis Roitman said the seal was all about educating beer consumers.
“The Independence Seal is about creating conversations and giving independent brewers a platform to share their stories,” Mr Roitman said.
“When a beer drinker walks into a pub or a bottle shop, we want them to consider the wide range of options and make an informed decision about whatever beer they choose to consume.”
The seal is available for use by current financial IBA members only.
North Tamborine’s Fortitude Brewing is another company using the seal.