A seal designed to promote awareness of locally owned and produced beer has now been adopted by over a quarter of independent brewers from Victoria.
More brewers have signed up for the Independent Brewer’s Association Independence Seal than in any other state, reflecting Victoria’s leadership in craft beer, according to the IBA.
The IBA’s seals are designed to help consumers easily identify which beers are independently owned.
Early adopters include Moon Dog Brewery, Bad Shepherd Brewing Co, Blizzard Brewing Company, Bridge Road Brewers and Bright Brewery.
The seal was launched earlier this year by the IBA, in a bid to combat brewing companies marketing various beer products as craft beer when in fact they have been mass-produced.
The IBA deems only small and independent brewers as being able to make craft beer.
The seal is used on beer packaging, tap points, and marketing material.
The aim of the seal is to help shift consumer demand away from industrialised beer and towards independently owned products.
All members are eligible to use the seal by entering into a license agreement through the IBA website.
