When Evin Craney took a seat on the Independent Brewers Association (IBA) Board, he didn’t expect to find himself at the helm so soon. But, when trying circumstances arose, he was elevated as the new Chair of the Board.
Like many, Craney’s introduction to independent brewing was accidental. It started with a role at a local bottle shop, which gave him his first taste of international beers such as Duvel and Chimay.
“Over the years my casual role turned into a managers role. As the indie craft beer scene in Australia grew, so did the shop, becoming an early beacon for craft beer,” he recalls.
Over the next decade, Craney stepped into the world of craft beer repping in Melbourne, working with international brands such as Rodenbach, Boon and Coedo, and a few startup brands, before finding his home at Bright Brewery in Northeast Victoria back in 2019.
Having been exposed to independent craft brewing for the entirety of his career, Craney feels he owes a lot to the industry.
“It’s allowed and financially supported me to buy my first home, marry my wife and start a family. With almost 15 years working in the industry, I have lost track of all the amazing moments I have been lucky to be part of, and the incredible experiences I genuinely don’t think you can really get in any many other professions.
An unwavering commitment to independent beer
Through its Founder Scott Brandon, Bright Brewery has strong independent roots and has long advocated for the associations that support independent brewers. This exposure, and his work with PakTech and Visy, forged Craney’s first connections with the IBA.
“In 2022 I joined my first action group, chairing the trade engagement project group before being voted in as a sitting Board Director in late 2022. In 2024, I took on the position as Deputy Chair working under industry legend Callum Reeves until January 2025, where upon Callum’s departure, the Board elevated me to sitting Chair,” says Craney.
Now, Craney sees his decade-long career in the brewing industry shaping his approach. Having joined the industry in its formative years and observed the changing landscape, as well as experiencing the challenges of indie brewing firsthand, he feels he is in a strong position to advocate for independent beer.
“Since joining the IBA I have done all I can to engage on both a state and federal level to lobby for the long-term viability to our sector but also bring awareness,” he told Beer & Brewer.
“For breweries, we live and breathe our industry, which gives us a deep connection and awareness. But what I have found since being on the Board is that most punters and even the majority of politicians don’t know our true struggles and have multiple misconceptions. The majority of advocacy goes directly to this work, breaking down the barriers that stop our members being able to grow or even just breathe comfortably.”
Advocating for indies
When asked about his priorities as the new Chair, Craney highlighted the major industry initiatives that he’s particularly passionate about driving forward.
“As a Millennial I would be remiss to say anything other than tax reform, but that is the truth. We want to see the Federal Government, no matter who it is, look at our situation and take stock of all that we contribute to this country.
“Indie beer brings in more the $3bn annually and employs more than half of the entire beer sector nationally with less than a 10 per cent share of the market, yet get the same considerations as multinational brewers who defer tax and send profits offshore. More than 50 per cent of IBA members are located in regional and rural areas, just like Bright Brewery. We are key employers, buyers and manufacturers for Australia.
“Beyond this we want to see a commitment from the Government to a true market investigation via the ACCC. By self-admission, Lion and CUB own roughly 90 per cent of the market. Beyond the fact that leaves around one-tenth to 700+ brewers nationally, it also directly limits what the punters around Australia can access.”
Leading with optimism
Having spent 10 years in the independent brewing industry, Craney has seen it all: rapid growth, shifting consumer trends, economic pressures and the battle for recognition in a market dominated by the major players. Yet through it all, his passion for independent beer remains unwavering.
“How can you not be passionate about beer and independent breweries when you are so close to the source,” he asks.
“The constant innovation, collaboration, care and camaraderie is unlike anything else. Beer in Australia has never been better, which is a testament to a group of believers who show up day-after-day, week-after-week, year-after-year in bloody trying conditions to not only constantly improve but to give something to the world.
In an industry that’s always evolving and facing new hurdles, being a part of it is what keeps Craney excited. While he recognises the ongoing challenges, he urges the industry to stay resilient and ensure the independent beer sector continues to thrive.
“Unfortunately, the days of giving it a crack and hoping it works are likely behind us. This isn’t doom and gloom, but it is a call out to say that with everything going on you need to know your numbers, have a plan, build strategies and really focus on building your community. A successful business, whether it be beer or anything else, is built on being smart.
“Beer has a special place in the zeitgeist of Australia. Punters want to see you succeed and if that means having to get loud and involved so be it. Indie beer is much bigger than sometimes we give it credit for. There is power in numbers and that’s what we have! Hit up your MPs, talk to your customers, this is how we make change happen.”
