Victorian breweries have launched a "Stamp of Authenticity" they hope will give beer lovers a clearer idea of where their beer comes from. Bearing the message "Genuine Handcrafted Beer By Your Local & Independent Brewery", the new stamp from the Victorian Association of Microbreweries (VAMI) can be used by local, independent Victorian breweries that are members of the association on marketing materials, packaging and so on.
Alongside the stamp is a website – www.handcraftedlocal.beer – that lists all VAMI member breweries and where to find them, as well as craft beer supporting venues in the state, news, events and information about beer and brewing. It acts as something of an update to the booklet that VAMI produced a number of times in conjunction with the Victorian State Government, which has lent its support to this project too.
The site went live at the end of last year, with posters and flyers promoting the campaign appearing around the state too to inform customers that when they see the Stamp of Authenticity or visit the website, they will be able to identify "truly local, and genuine independent" craft beers.
VAMI president Tony Xerri, of Prickly Moses, says: "It gives exposure to the different breweries and encourages people to visit the breweries.
"It will be good for making people more aware and getting people out and about."
In part, the reason to launch the stamp is in response to the changing face of the beer world. In a statement announcing the project, VAMI wrote: "Many [of] the well-known craft beer brands are now under foreign ownership, while the ACCC has undertaken a recent review of the craft beer market to investigate incidents of misleading labelling – referred to as 'craft washing' – that have crept into the craft beer sector. This campaign seeks to provide beer lovers with reassurance that what they are buying is the product of genuine, local Victorian brewers that are brewing handcrafted beer and where to find them."
With the greatest number of microbreweries of any Australian state and 70 percent of them located regionally, there will also be a push ahead of long weekends to encourage people to factor a visit to a local brewery into their holiday plans. And, looking ahead, Tony says the association would be keen to see such a project, highlighting independent craft breweries, go nationwide.
If you're a Victorian brewer keen to start using the stamp, Tony says: "There are guidelines the committee has put in place so as long as you meet the guidelines and are a member of the association you can use it."
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