Western Australia State Government has revealed the details of a new strategic plan that hopes to boost its craft beer sector over the coming 10 years. The industry-led Strategy features two key aims: to grow the volume and value of locally produced beer, and to achieve greater vertical integration of the craft beer value chain.
"The inaugural Western Australian Craft Beer Strategy will lay the groundwork for industry, Government and other stakeholders to collaborate and shape the future of the craft beer industry," said Jackie Jarvis, Western Australia’s Agriculture and Food Minister.
“It aims to provide a strategic pathway for the industry and government to work collaboratively over the coming decade with a vision of encouraging more people to enjoy and experience the unique range of beers crafted in Western Australian breweries.”
The new 10 year Strategy for Western Australia’s craft beer sector has been launched by State Government in partnership with the Independent Brewers Association, the Western Australian Brewers Association, and the South West Brewers Alliance. In a document outlining the Strategy, Independent Brewers Association CEO Kylie Lethbridge said “we acknowledge and congratulate the Department of Primary Industries and Regional Development for its recognition and commitment to a sustainable brewing industry and for its leadership in delivering a quality outcome that involved wrangling 3 industry bodies and its government colleagues.
“The development of the Strategy has been undertaken in a collegiate and thorough manner, is aligned to the IBA national 10-year road-map and as a result we are committed to its successful delivery.”
The new plan, which is the first ever Western Australian craft beer strategy, hopes to boost local production, create jobs, and support a currently-struggling industry that has proven economic potential. In the 2020-2021 year, beer manufacturing directly supported around 967 full-time jobs and indirectly supported a further 4,000 jobs statewide, along with contributing an estimated $648 million to the economy.
Despite this, WA’s independent brewing sector has had a difficult start to the year, with breweries such as Golden West and Black Brewing entering liquidation, and CCEP deciding to offload its equity stake in Feral Brewing Co’s Bassendean production facilities.
Over the coming 10 years, the Western Australian Craft Beer Strategy is hoping to triple either the volume or value of locally produced Western Australian beer.
"Western Australia is the craft beer capital of Australia, and we want to help the local industry continue to 'out brew' eastern states competitors and even quench the thirst of global markets,” said Jarvis.
"It's also a major draw card for tourists with more than 120 breweries across the State, half of which are in our regions.”
According to the Strategy's Overview - available as a link from this Western Australia Agriculture and Food webpage - its two key aims will be supported by the following five strategic priorities:
- Industry Foundations: to present a single voice for industry,
- Brand Awareness: building the brand awareness of WA craft beer to markets locally, nationally and globally by implementing a craft beer marketing plan and campaign,
- Market Access: explore and capture more markets for WA craft beer,
- Supply Chain Management: to ensure the prosperity of the industry, and
- Regulation and planning: to work collaboratively with government to enable growth, development and sustainability, and identify regulatory barriers.
Chairperson of the Western Australian Brewers Association Michael Morgan said: “the Strategy adopts a forward-thinking approach that resonates deeply with our industry’s needs, acknowledging the significance of a resilient supply chain ecosystem, committing to workforce empowerment and continuous learning, highlighting proactive regulatory measures, and embracing technological advancements and sustainability practices to shape the WA brewing landscape.”
Keith Warrick, Chairperson of the South West Brewers Alliance, added: “the fulfillment of the Strategy, mapped across 2024-2034, will we believe, contribute to the craft brewing industry’s long-term sustainability, supporting industry members in navigating supply chain, workforce, technology and regulatory environments, to continue to contribute to a vital West Australian economy, generating employment and supporting local communities, whilst advancing awareness of Western Australia’s premium produce globally.”
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