IBA’s Seal of Independence makes it to WA
Family owned and operated brewers Cheeky Monkey have become one of the first to sign up to the Independent Brewers Association’s Seal of Independence, helping consumers know that the beers come from an independent brewery.
Officially launched earlier this month, the IBA’s Seal of Independence follows similar marks of independence launched overseas, with the US Brewers Association recently launching their own Independent Craft Brewer Seal.
Cheeky Monkey currently has four beers and a cider in its portfolio and brewer, Ross Terlick, said he hopes that other independent brewers in WA will also get on board with the seal.
“In Western Australia, there are so many great beers being produced by a wide range of passionate brewers, and the industry is really beginning to boom.
“There are varying scales of production, from small brewpubs to large production breweries out West, but everywhere you go, you find a great love of beer and a very friendly and open industry.
“As the IBA’s Seal of Independence gets bigger and starts being seen by consumers over the next few months, we hope that more Western Australian brewers will sign up and support the movement.”
The IBA says it hopes the seal will enable consumers to understand true independent craft beers, especially with more and more multinational breweries launching ‘craft’ labels, and IBA board member Will Tatchell said the movement is focused on educating beer drinkers in Australia.
“We want to educate all beer consumers, especially those who still consume industrialised beer made by massive multinational corporations, to ensure that they understand the variety, quality and emotional engagement that beer made by local independent breweries offers.”
Terlick added that he hoped the new seal will educate consumers about their purchasing decisions.
“There are a lot of consumers out there who would be very surprised to find out who actually owns their favourite beer, and while it may not change their mind about buying it, at least now they will be able to make a more informed decision.”
Cheeky Monkey is one of a number of independent brewers to have signed up for the Seal of Independence. Alexis Roitman, CEO of the IBA, is really pleased by the response thus far.
“It’s great to see that our hard work is paying off, and consumers will finally know for sure which beers are genuinely Australian owned and produced.
“Through the Indie Seal we want to highlight that by supporting the Australian indie brewers, you’re also supporting a growing industry that will benefit the Australian economy,” she said.