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I have an important message for everyone that cares about the survival of independent breweries.
For those that want beer with soul, made by real people who are part of your community raising kids, playing in local sports teams and waving a thanks as you let them into traffic.
For those that reject beer made by robots and software, branded and marketed by the advertising agencies in the big end of town.
Are you one of us?
Cause here’s the thing…
Dan Murphy’s
Vintage Cellars
Liquor Land
First Choice Liquor
BWS
All these shops are owned by the duopolistic overlords, Coles and Woolworths. Combined they control 85% of the entire Australian bottle shop market.
That’s a lot!
Like, if the entire industry was a case of beer (a craft case of 16 obviously) then 14 of the 16 would be owned and controlled by these behemoths.
Which itself isn’t an issue, but the thing is, they’re coming for craft. In broad bloody daylight.
Take a look at this…
A can of IPA from Zytho Brewing taking pride of place in the craft section of Dan Murphy’s and BWS.
“Brewed by Zythophile for Zythophiles”
Bulldust!
“Brewed by robots for suckers” is what it should read.
Zytho Brewing is nothing more than a brand and trademark, the brewery doesn’t exist.
The act of brewing is actually tendered out to monolithic beer factories across the country and awarded to the manufacturer offering the lowest price (I assume).
Or check this one
From the can - From simpler times comes the inspiration for this modern craft beer. Proudly 100% Aussie made, Tinnies is crafted from the finest hops, malt, and barley, to give you top quality craft in a tin. Easy.
Fake!
Available exclusively at First Choice, Liquorland and Vintage Cellars (Coles).
You know what’s even more offensive..
The wannabe cool cats from the Tinnies team rented a stall alongside us actual craft breweries at Australia’s biggest craft beer event, GAB’s. Trying to trick you into thinking their robot made beer was real craft.
Blasphemy I tell you!
Why do I care?
Because craft beer is built on innovation, community, paying it forward and supporting each other. The industry has grown because you, my friend, have made a choice to support us.
Our values align - bring back the artisan, the village, the community.
We reject greedy conglomerates built for profit above all else.
And the suits have noticed.
I’m pretty sure the board discussion went something like this…
“Boys, damn this craft stuff is expensive… Can’t we just make it ourselves?”
“Yeah we can, let’s do it! Should we call it Overlord IPA?”
“No, it has to look like it’s a craft beer, get me a branding agency, stat ”
“Ok, But what about the beer? Does anyone know how to make beer?”
“Haha, don’t be silly! We don’t make things…. We’ll contact all the beer factories in Australia and ask them to copy the style of the independents, and make it as cheaply as possible. Then we’ll bid them against each other for the lowest possible price. Ok?
“Ok, but will people buy it?”
“Of course they will! We’ll make our beer cheaper and display it in the best spot on the craft beer fridge”
“Ok, but what about the existing independent breweries that have been supplying us for years?”
“Hmm, sucks to be them!
Bahahaha!”
So, how do you tell if it’s a fake craft beer?
It’ll look like craft, taste like craft and give you a buzz like craft, but something in your soul feels off. As if you’ve just come out of the carpark lift on the wrong level…something’s not quite right.
Then you read the can. Brewed for Pinnacle Drinks Pty Ltd
Eesh… they got you sucker.
As outraged as we are, this is actually more an industry issue than a Bucketty’s issue.
Fortunately we’re immune from this secretive assault, having decided that our survival would be on our terms. We do everything possible to celebrate and savour beer with you directly, in the tap room and through a select few locally owned and run bottleshops.
So this message comes from a privileged position. We don’t care if we’re blacklisted from the shelves of 85% of the Australian market.
Speak the truth!
And if in doubt, look for the Certified Independent seal on the tin. That's one thing they can't take from us and reassures you that you're holding the real McKoy.
You can find more about the great Coles and Woolworths craft beer con here: https://www.abc.net.au/news/2024-02-20/homebrand-alcohol-coles-endeavour-metcash-market-power/103478782
