Promoting the Seal

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Since our founding, we have been promoting independent beer, independent breweries and the Independent Seal directly to the consumer

Promotion of the Independent Seal benefits all of our members.  We aim to educate consumers that the Independent Seal is the mark of an Australian owned, independent brewery that employs local, contributes to its community and makes high quality beer.

Over the years the promotion to consumers has taken many different forms and it will continue to evolve.  We've hosted in person events, had digital campaigns, run a consumer-focused website, partnered with retailers and even sold beer mixed packs.

  • Indie Beer Day - 2019.
  • Askforindiebeer.com launched - 2019.
  • Partnered with GABS on the Hottest 100 Countdown to have an Independent Beer top 100 and to display the independent seal in results - 2019 – today.
  • Keep Local Alive campaign - 2021.
  • Partnership with First Choice Liquor to promote - 2020.
  • Partnership with BWS Local Luvva – 2020.
  • Partnerships with GABS Festival, Adelaide Beer & BBQ and regional festivals to display the Independent Seal at brewery stands and in promotional material - 2021 to present.
  • Drink Victoria Showcase – marketing to consumers of Victorian independent breweries as part of Drink Victoria campaign including the independent seal - 2021 – 2024.
  • Good Beer Week including the independent seal on all independent brewery member events - 2021 -2023.
  • Partnership with Endeavour Drinks Group and PakTech to promote return of handles into independent seal/ IBA co-branded bins in Dan Murphy’s stores across Australia – 2021.
  • Partnership with Endeavour Drinks Group– Dan Murphy's to display the seal on their online store - 2021.
  • Partnership with BWS and Good Beer Week to run a promotional campaign - 2021.
  • National partnership with Ritchies' IGA to include the independent seal on shelf pricing labels - 2022.
  • Independent Beer Awards live streamed to consumers and parties held in venues across the country 2022-2023.
  • National digital marketing campaign – Ask For Indie Beer - 2023.
  • Independent Beer Award Winners Mixed Pack with Black Hearts & Sparrows - 2023.
  • National digital marketing campaign – Support Indie - 2024.
  • Coles Liquor Group partnership range indie brewers and promote - 2024.
  • Indie Beer Stand at Adelaide Beer & BBQ - 2024.