Today is International Beer Day, and as such it presents a welcome opportunity to celebrate the fantastic beer and innovative brewing industry we have here in Australia.
Australian beer is celebrated for its quality, winning awards both in Australia and internationally. Sian Ryan, Senior Marketing Manager at Australian Beer Co., said that Australian breweries are skilled at producing a wide range of beer styles.
“The diverse range of beer styles produced by Australian breweries caters to various consumer preferences, from classic lagers to pilsners to rich stouts and hoppy IPAs. This dedication to quality, innovation and community engagement not only enhances the beer culture in Australia but also promotes the country’s reputation globally as a producer of high quality, sustainable beers,” she said.
Young Henrys Founder Richard Adamson also pointed to the innovation in the Australian brewing industry, particularly with lower ABV beers.
“We have fantastic ingredients on our doorstep, and we let those shine in our beer through passion and innovation. We have also championed low to mid alcohol beer as the thirst quencher for any occasion,” he said.
For Brodie French, Head Brewer at Hawke’s Brewing, the supportive community is a key driver of quality in the Australian brewing industry.
“There is an enormous amount of creativity in the brewing industry in both the beers and the brands that we create and there is a real camaraderie and support network amongst the whole industry,” he said.
This collaborative spirit is also supporting breweries through this difficult economic period, as Denham D’Silva, Founder of Barossa Valley Brewing, has found with his collaborative AI start up, Deep Liquid.
“We innovate and collaborate well. I came from the banking industry where we would never reach across to a ‘competitor’ to collaborate. However, we do this all the time in our industry and the community is better off for it.”
Aussie identity
Naturally, Australian beer reflects distinctly Australian flavours, preferences, and ways of drinking. The Australian brewing industry is bolstered by the high-quality barley and hops produced in Australia, which Aussie brewers are able to showcase in their beers.
“It’s important that we reflect our national identity through the food and drinks we make and consume. Australia has more agricultural land dedicated to growing the raw ingredients of beer than wine. It would be crazy if we exported all of those wonderful ingredients without making our own beer,” Adamson said.
Brewing has been an important part of Australia’s identity for a very long time, as Brick Lane Brewing Co. CEO, Paul Bowker, explained.
“Australia has a long history of brewing, which kicked off at scale in the 1850s. In the early days, every state and every town had their own favourite and unique beers. Over time, many of these consolidated into large internationally owned brewers that now control 80 per cent of the beer market. Those large brewers are important for the market, but what the 600 independent breweries bring to the market is the tradition of providing local communities with a vast array of flavours and tasty local beers,” he said.
As well as its cultural importance, Ryan also emphasised the role that craft breweries have in representing their places of origin.
“Culturally, beer is an integral part of Australian life, playing a central role in social gatherings, events, and celebrations. Local breweries reflect regional identities and traditions fostering community pride. The craft beer movement has driven innovation with many small breweries experimenting with unique ingredients and techniques, enhancing the overall beer culture and consumer experience,” she said.
In addition, French said that Australian breweries are uniquely able to appeal to Australians in their marketing.
“Australian brands are excellent at creating brands and products that appeal to the Australian beer drinker and creating marketing campaigns and promotions that resonate with the Aussie public.”
More than just the beer
As well as creating great beer, the Australian brewing industry is an important part of the economy.
“The independent brewing industry creates jobs and contributes to the country’s economy. In Australia, the independent brewing industry employs over 10,000 people, often in regional areas. Independent breweries not only create employment opportunities, but also can attract tourism into suburbs and regional areas and they contribute billions to the Australian economy,” French said.
This influence spreads beyond brewers and the drinkers who love their products.
“Many breweries and brands collaborate with local businesses, artists, influencers and international breweries that results in a unique, limited-edition and culturally relevant beers that attract consumers’ interest,” Ryan said.
According to Dave Padden, CEO of Akasha Brewing Company, a dedication to quality and an understanding of the importance of small businesses often leads independent breweries to support other small and local producers.
“Aussie independent brewers have a commitment to quality and there has been a real push in the last few years to source local ingredients wherever possible. Here at Akasha, we have made a commitment to try and support other small, family-owned businesses and worked hard on developing these relationships resulting in superior ingredients and better-quality beer.
In addition, the brewing industry attracts tourism, both from domestic and international visitors.
“Tourism and hospitality benefit from the industry as well. Breweries and beer festivals attract tourists, boosting local economies. Brewery tours and tastings are popular activities that support the hospitality industry. Additionally, many Australian breweries focus on sustainability, implementing environmentally friendly practices and supporting local farmers by sourcing ingredients locally, promoting sustainable agricultural practices,” Ryan added.
These benefits are particularly evident in regional areas, as D’Silva has seen in his Barossa Valley brewery.
“The economic benefits of an industry that uses key natural resources of malt and hops and puts it on the global stage is obvious. The fact that many breweries are in regional areas like mine add more weight to the economic benefits.”
Supporting Aussie brewers
With the numerous challenges facing the Australian brewing industry, International Beer Day represents an opportunity for consumers and the trade to support our valuable craft brewing industry.
One of the craft industry’s greatest assets is its involved consumer base, who are happy to support the industry in whatever way they can.
“Craft brewers’ best competitive resource is our highly engaged customers. Big international beers will have many more customers, but they are not as engaged as a local craft brewers customers. This is a big benefit for local brewers,” D’Silva said.
Consumers can be sure they they’re supporting an independent brewery by the Independent Brewers Association logo displayed on the packaging.
“Look for the independent brewing logo on a beer’s packaging and that way you know that you are supporting your local, independent brewery and all the people that are employed by that brewer, rather than a large international,” French said.
For the trade, supporting craft brewers can be mutually beneficial, especially during events such as International Beer Day, according to Ryan.
“Establishing partnerships and collaborations for exclusive releases or events drives mutual growth for breweries and trade. Collaborating with breweries for special beer releases, co-branded events and exclusive beer menu’s or ‘beer of the month’ in venues creates a unique experience for customers and patrons that supports the local brewing community.”
Celebrating the day
International Beer Day follows International IPA Day, which is on 1 August this year. For Akasha Brewing Company, these two days combine together for an opportunity to celebrate the great IPAs coming out of Aussie breweries.
“International Beer Day and IPA Day is like the Akasha Christmas. Each year we hold our annual IPA Invitational celebrating the best style of beer in the world with five of our brewery mates from around Australia,” Padden said.
For other brewers, International Beer Day can be business as usual, but it is still an opportunity to celebrate their achievements.
“For us it’s another workday, but we do always take a moment to share a beer as a team and to acknowledge that we are lucky to work in such a great industry and do a job that we love,” French said.
On 2 August, Bowker encourages consumers to patronise their local breweries and craft beer venues.
“The key thing I’ll be doing is celebrating the love of beer with family, colleagues, and friends. You can get out and visit a few of your local brewery taprooms and enjoy some great food, hospitality, and laughs. Importantly, you can take a moment to thank those that make all that delicious beer and serve it to you for creating a hub of good times.”
