Gold Coast brewers including Burleigh Brewing embrace new Independence Seal from Independent Brewers Association

HAVING trouble telling your craft from faux-craft beer? Well, this new seal from the Independent Brewers Association may be just the trick.

Brennan Fielding, owner of Burleigh Brewing, which has embraced the IBA Independence Seal. Picture: Richard Gosling

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 want to know who and what they are supporting when they purchase 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.

Independent brewers, including Burleigh Brewing, have taken on a new Independence seal to show people they are part of Independent Brewers. The seal is to help consumers support know which brewers are independent and which are not. Photo of the new logo. Photo by Richard Gosling

“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.

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“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 is all about educating beer consumers.

Independent brewers, including Burleigh Brewing, have taken on a new Independence seal to show people they are part of Independent Brewers. The seal is to help consumers support know which brewers are independent and which are not. Burleigh Brewing owner Brennan Fielding. Photo by Richard Gosling

“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.

Originally published as Gold Coast brewers including Burleigh Brewing embrace new Independence Seal from Independent Brewers Association