Launched a mere 11 months ago by the Brewers Association, the independent craft brewer seal has spurred a fundamental shift in the craft beer movement. The demand to show and know if a brewery is independently owned is now not only a U.S. phenomenon, but a global one as well.
Independent breweries in Ireland and now Australia have taken steps to provide clarity and transparency to the beer lover. Make no mistake about it: we are witnessing a global movement dedicated to the worthy cause of transparency and the importance of brewery independence.
Below is the press release on the recently announced seal from Australia.
Independent Brewers Association unveils new independent beer seal
May 14, 2018
The Independent Brewers Association (IBA) has launched their seal of independence to help consumers easily identify what beers are locally owned by independent Australian brewers.
At an event at Collingwood brewery Stomping Ground, the IBA hosted local independent brewers and media to unveil the seal for the first time, and reveal their plans to highlight the benefits of supporting independent craft beer to the Australian public.
The IBA hopes that the launch of the seal will help shift consumer demand away from industrialised beer to local products, especially as foreign owned multinational brewing companies are increasingly creating new ‘craft beer’ brands.
Encouraging consumers to #askforindiebeer, the Seal will start being seen over the next few months and will be present on beer packaging, vessels and tap points of the brewers signed up to the movement.
IBA board member Will Tatchell said the movement is focused on educating beer drinkers in Australia.
“We want to educate all beer consumers , especially those who still consume industrialised beer made by massive multinational corporations, to ensure that they understand the variety, quality and emotional engagement that beer made by local independent breweries offers.”
Similar marks of independence have already been launched overseas, with the US Brewers Association recently launching their own Independent Craft Brewer Seal. “The trend towards locally brewed, hand-crafted beer made by small independent breweries is not a fad, it is a fundamental shift on a global scale that is bigger than just beer and more so about the stories behind the product,“ said Will.
First launched in 2012 under the Craft Beer Industry Association banner and reborn as the Independent Brewers Association in 2016, the IBA sets itself to be the voice of independent brewers across the nation, with their mission to make quality independent beer available everywhere.
Currently, 50% of the nation’s craft brewers are apart of the IBA, with all IBA member s eligible to use the seal by entering into a license agreement through the IBA website.
A Supporter Seal for retailers, venues and industry associates is also available for use at Askforindiebeer.com.au
0452 234 541
For craft brewers in the U.S. that want to shout out their independence from the mountaintops:
- Sign up to adopt the seal.
- Activate the seal by adding it to your bottles, cans, menus, six-pack carriers, tap handles, event banners, coasters, keg collars, and in your brewery marketing such as newsletters, print ads, websites, and more.
- Free point of sales materials for retailers available for download.
- Share your seal usage via social #SeekTheSeal.