Why craft brewers are banding together with a pledge for better deals and better beers

Brewers and retailers are banding together to counter the notion that craft beer is all about bearded hipsters and weird flavours and to create better deals and more choice.

Australian beers drinkers are blessed with more beer choices than ever before, and a new movement has arisen to help them take advantage of what’s on offer.

From a low point of just 19 breweries in Australian in 1984 there are now more than 700 breweries around the country, from the giant multinational corporations behind much-loved, mainstream, household names to tiny micro outfits that are just a small step above backyard brewing – and everything in between.

Last week’s Australian International Beer Awards attracted a record-breaking 2630 entries from 20 countries, with Western Australian outfit Beerland Brewing being awarded the Champion Australian Beer for their Blueberry Clouds creation.

And thousands of punters have flocked to the Great Australian Beer Spectapular (GABS), which visited Brisbane, Sydney and Melbourne over the past month to broaden their beer palates and sample all manner of weird and wacky brews concocted especially for the festival.

But for all the explosion of craft beer over the last decade, there are still some misconceptions that persist around craft beer, according to Michael Taberner of Craft Cartel, partner of the Smart Daily Craft Beer Club.

David Ozgood sets up the many taps that poured hundreds of different beers at the GABS festival in Melbourne last month. Picture: NCA NewsWire / David Crosling

To change that, he’s calling on brewers and drinkers alike to take the “Beer Pledge” a movement that promotes greater accessibility of craft and designed to create a direct-to-consumer hub with offerings, competitions and more, across not only craft breweries but the venues and retailers that support them too.

Taberner wants to counter the perception that craft beer is expensive, elitist and all about the inner city warehouse and bearded hipsters. He says there’s something for everyone if they know where to look – and the Beer Pledge can point consumers in that direction no matter where they are on their craft beer journey. Partners that will be featured and have “Taken the Pledge” include Colonial Brewing Co, Bright Brewery, Six Strings Brewing Co, Stockade Brew Co, Sea Legs Brewing Co, Mornington Peninsula Brewing & Freshwater Brewing Co.

“This all started when a local brewery came on to sponsor my local rugby club,” Taberner says. “We’ve had craft offerings before, but the local XPA is now outselling some of the mainstream must-haves.

“It became apparent to me that there were a few misconceptions going around about craft beer that needed to be corrected. I wanted to explain that there are craft options out there that don’t break the bank, there are craft options out there that are very easy drinking and that craft beer is more available than you realise.

There is something for everyone in the craft beer world.

“After a few chats with breweries, retailers, venues and event organisers – the Beer Pledge was born. It’s an industry-wide movement designed to champion the core fundamentals of every craft brewery – quality, local, education, and community.”

Taberner has curated this week’s Smart Craft Beer Club offer specially to include some “gateway beers” from Beer Pledge brewery partners, designed to provide an easy introduction into the wonderful world of craft beer. For those taking their first steps, Taberner recommends the following.

Matilda Bay Alpha Pale Ale

Lager Drinkers would like: The Matilda Bay Alpha Pale Ale

A beer flavoured beer. A classic Australian Pale Ale without trying to be more than it professes to be, and a throwback from a brewery that was doing craft beer before it was a thing. A greatly balanced beer makes this a pleasant drinking experience throughout.

Sea Legs Pale Ale Smart Craft Beer Club

Pacific Ale Drinkers would like: Sea Legs Pale Ale

Head brewer and co-owner of Sea Legs Jon Fuchs has described the pale ale as “his hotel balcony at 7pm” beer. Whether it’s the end of the day or the beginning of the evening, this hits the spot. It’s a great example of an American Pale Ale so is a little more hop forward and slightly more bitter than an Australian XPA or Pacific Ale, but a great stepping stone to bigger and more complex craft styles like an IPA.

Colonial South West Sour

Cider Drinkers would like: Colonial South West Sour

Australia’s number one sour for a reason. Sours can be overly sweet or quite tart, however not this one. It is a perfect introduction back into beer if you tend to choose something else at the bar. It still tastes like you’re drinking a beer but without the bitterness associated with the first sip you had of a mainstream beer when you first decided beer might not be for you. Not too sweet and light on the tart qualities you often get from a cider or a gin.

Visit smartcraftbeer.com.au to join the SMART Craft Beer Club and access the following offers.

●Offer 1: The Beer Pledge Partners Exclusive Mixed Pack $49 (RRP $89)

● Offer 2: Case of Colonial South West Sour $79 (RRP $90)

●Offer 3: Sea Legs Brewing Co Mixed Pack $65 (RRP $89)

Originally published as Why craft brewers are banding together with a pledge for better deals and better beers