The Independent Seal

The Independent Seal represents a commitment to authenticity, quality, and community.

It demonstrates that the beer you are enjoying is crafted by an Australian owned and operated business, with a focus on creativity and passion rather than mass production and profit margins.

Independent breweries are about more than just the beer they produce. They are the ‘third place’ in many communities were locals can come together over a beer – free from the gambling and pokies ever present in most pubs.

56% of independent breweries are in regional and rural Australia – they provide employment opportunities and are built into the fabric of the community.  In FY 2024, independent breweries contributed $10.8 million through in-kind support and sponsorship to local groups.

The Independent Seal is more than just a label; it is a symbol of the dedication and hard work of the artisan makers who strive to create exceptional beers.

For independent breweries the Independent Seal has many advantages:

1. The Independent Seal builds consumer trust. Using it assures consumers that they are supporting a genuinely Australian independent business. By using the seal, you strengthen your connection with customers who value transparency and are eager to support local, independent breweries.   74% of consumers value independence and understanding the origin of craft beer before trialling something new.
   
   
2. The Independent Seal fosters brand loyalty. The transparency and conversation about your business the independent seal brings can foster a deeper sense of loyalty among your customers. Loyal customers are more likely to spread the word about your brand, driving word-of-mouth marketing and repeat business.
   
   
3. The Independent Seal makes consumers choice easier. In an industry dominated by large international breweries, and where consumers want to support local business that prioritise quality and authenticity, the Seal helps consumers make quick decisions when purchasing. 68% of consumers say that they would look for the Seal when next purchasing craft beer.
4. The Independent Seal demonstrates local craftmanship. Using the Independent Seal highlights the quality and craftsmanship of your locally produced beer. It assures consumers that they are enjoying a product made with care and expertise.
   
   
5. The Independent Seal shows you are part of a movement. Using the Seal is a statement of solidarity.  Collectively small breweries have the power when we work together fighting back against the entrenched market structure.  By all of us promoting the Seal – we create a crucial groundswell of consumer understanding that helps us advocate for a fair playing field and ensure the continued growth and success of independent brewing.

Many independent breweries have the Independent Seal on their cans or bottles – so next time you are choosing something off the shelf in a retail store – turn the can over and look for the seal.

Otherwise, you might see the Independent Seal displayed proudly in the tap room at your local brewery.

The easiest way to check whether a brewery is independent is to head to askforindiebeer.com.au.

By looking for the Independent Seal, you can support independent brewers and actively contribute to the sustainability and diversity of the Australian craft beer industry.

Australia’s beer market is dominated by two large foreign owned breweries who for many years served up the same brown liquid they had for generations.  The foreign owned breweries continue to account for 85% of the Australian market.

In the early 2000’s Australia consumers wanted to try new and exciting styles of beer and spoke with their wallets – this spawned the start of the ‘craft beer revolution’.

As Australian breweries grew to become more successful, the foreign owned breweries couldn’t reproduce the innovation in house and couldn’t match the pace of market change.  So they started acquiring independent breweries.

At the same time, Australian consumers wanted to support their local community brewery and were finding it harder and harder to tell ‘faux craft’ from independent beer.

So in 2017, the Independent Brewers Association was established and the Certified Independent Seal was launched shortly thereafter.

During covid we saw the resurgence of support from Australian’s for their local Australian businesses – and we also saw how much Australian consumers hate to have their choices dominated by a duopoly (hello Supermarkets inquiry).

So in 2026, the Independent Seal is as relevant as ever in identifying the hardworking Australian small businesses that contribute to their communities and make cracking beer.

The Independent Seal is available to Brewery Members.

Our valued Associate Members can use the Independent Supporter Seal to show their commitment to the independent brewing industry.

If you are not an IBA member you can find all the information to join here.

If you are an IBA member and are looking for the Seal assets – please complete this form.