Why a seal of independence in the beer world?
In a refreshing turn for beer lovers, the Association of Independent Brewers of Australia (IBA) has launched a new certification system. This very modern seal has the mission of helping consumers identify the beers that come from really independent breweries, excluding those that are part of the multinational giants in the sector.
The voice of the consumer: a seal for transparency
The restlessness of consumers has grown in recent years, especially with the tide of acquisitions of small breweries by large conglomerates. In the United Kingdom, the US, Spain and Mexico, the community has demanded more clarity about the origin of its beers, and Australia now goes up to this train. According to the 2017 artisanal Australian beer survey, 64% of beer drinkers wanted to know the origin of what they were drinking. Thus our history of independence begins!
What makes a brewery ‘independent’?
It was established very clear conditions to define an independent brewery: it must have less than 20% of its property by a large brewer and produce less than 40 million liters a year. It is a barrier designed to preserve the artisanal essence of beer and ensure that the product you have in your hands comes from the country’s beer heart.
Seal ‘Independent Certification’: A visual commitment
The seal with the slogan “shows your independence” will allow breweries to proudly communicate their status and encourage consumers to opt for local beer. Beyond the bottles, this seal will be seen in packaging, points of sale and even in promotional products such as t -shirts and caps. All this in an effort to raise the voice of true beer artisans.
A artisanal flavor hashtag
To further enhance this independence, I was launched a very sticky hashtag: #askforindiebeer. This campaign seeks that fans and consumers ask in their favorite bars or stores, making sure to taste only beers that carry with them the Australian authentic spirit.
Looking to the future: the era of craft beer
In short, the objective of the IBA is to educate consumers about the wide variety of options that exist in the world of artisanal beer, as well as the ethical and emotional commitment that characterize these independent breweries. With this new certification, Australia joins the global trend towards greater beer consciousness, a movement that promises not only to maintain local identity, but also generate consumer confidence.
To know more
If you want to know all the details about this new certification and how you can affect your consumption habits, do not hesitate to visit the official website of the IBA. Health for beer independence!
