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THE CRAFT BEER INDUSTRY
ASSOCIATION WILL CONTINUE TO
RAISE AWARENESS OF AUSTRALIA’S
CRAFT BEER COMMUNITY IN 2016.
WHAT WAS THE MAJOR AREA
OF FOCUS FOR THE CBIA
In 2015, the CBIA continued to grow our two
major events: the Australian Craft Brewers
Conference in Melbourne during May and the
Craft Beer Awards in Sydney during October.
The Australian Craft Brewers Conference
moved into the spacious surrounds of the
Melbourne Convention and Exhibition Centre
with more than 250 delegates attending.
This year we introduced topic streams to our
presentation programme and also introduced
‘The Art of Selling Craft’ symposium, which
drew together some of the best in the business
to talk about selling beer on-premise.
The Craft Beer Awards, now in its second
year, saw 468 beers entered by 92 breweries.
Perth’s Feral Brewing took out the top award
(the Cryermalt Champion Australian Craft
Beer), with its Watermelon Warhead
We also continued our advocacy work
with federal and state governments discussing
topics such as excise, licencing and small
WHAT WILL BE YOUR MAIN
INITIATIVES OVER THE NEXT
In 2016, we will be combining the Australian
Craft Brewers Conference and the Craft Beer
Awards into one big celebration of Australian
craft beer and taking it to a new city outside
of Melbourne or Sydney. We will be looking at
working with the craft beer community in the
host city to create a fringe festival type event
around the official programme. The details of
the host city and timing will be announced in
We will be looking to further our advocacy
work in 2016, getting craft beer in front of
politicians right across the country and telling
them the good news story that is the craft beer
industry is very important to us.
We will also explore ways to work with the
trade to increase craft beer’s market share.
WHAT DO YOU PREDICT WILL
BE THE BIGGEST CRAFT
BEER TRENDS IN 2016?
The crystal ball question – if we look to the
United States for the answer we could get any
range of answers with sours, kolchs, lagers,
session beers and a myriad of other styles
getting touted as the next big thing.
Given this is Australia I’ll make the
prediction that craft beer will be the next big
trend in craft beer. Sometimes we can get ahead
of ourselves with regards to our tiny part of the
Australian beer industry. We are still only about
five per cent of the total market so there is a lot
of hard work yet to be done to simply get more
Australian drinkers thinking about craft beer.
So the trend will be Australian craft brewers
working hard to produce quality beer that will
give drinkers lots of options the next time they
But if you did want to push me then I think
craft lagers will kill it in 2016.
HOW CAN CRAFT BREWERS
AND RETAILERS WORK
There are three key ways that craft brewers and
retailers can work together.
Firstly, craft brewers can help retailers
provide choice for their customers. Increasingly
Australian drinkers are looking outside of what
they had traditionally drunk for something
different. Craft beer provides those options
with fresh, local brews.
Secondly, craft beer helps the profitability of
the businesses by providing a margin product.
The margin provided by a six-pack sale of
craft beer is significantly better than what is
achievable from a carton of mainstream beer.
Thirdly, craft beer has a story to tell.
Customers want to hear the stories behind
the breweries. They want to be able to
identify with the brands. Craft brewers can
help retailers establish that connection
WHAT IS THE CBIA’S
DEFINITION OF CRAFT BEER?
We approach this in two ways. For the purposes
of joining the CBIA we define an Australian
craft brewer as a brewery that produces less
than 40 million litres per annum. To give some
perspective on that size, Coopers produces
somewhere over 80 million litres per annum.
As for a definition of craft beer itself we
say that craft beer is born of a mindset, an
idea between art and science executed by the
dedicated skill of a brewer.
WHAT ARE SOME OF THE
CHALLENGES FACING THE
CRAFT BEER INDUSTRY?
Education is a key challenge for the industry.
With both consumers and the trade we need to
continue to work hard in getting information
out about what craft beers is: the styles
available, the ingredients used, its versatility
when matching with food. With trade, we also
need to continue to talk to them about the
reasons why they should range craft: margin,
Dealing with governments is always
challenging, but as the industry grows and
the CBIA’s profile increases, we hope to be
able to continue our work in talking to the
Federal government about excise and to state
governments about licencing and other issues
affecting the industry.
“We are still only
about five per cent of
the total market so
there is a lot of hard
work yet to be done
to simply get more
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