Independent craft beer brewers in Ireland launch 'quality symbol'

Ireland’s independent craft brewers have launched a new “quality symbol” to combat misrepresentation in the sector and help consumers identify genuine Irish-brewed craft beers.

The Independent Craft Brewers of Ireland (ICBI) said they hope its Independent Craft Beer of Ireland symbol, unveiled yesterday, will help consumers to make an informed purchase decision based on the provenance of the product they are buying.

Dungarvan Brewing Company director, Claire Dalton, who was involved in the development of the symbol, said there has been an explosion in the craft brewing sector in recent years — from fewer than 20 registered microbreweries in 2011 to more than 80 today.

“It’s great that there is such an interest in the sector. But the definition of craft beer is loose and open. For people like us, the important thing is the provenance of the beer. Independent and Irish are the key words,” she said.

However, in recent years, global brewing giants have launched their own ranges of what they call craft beers to capitalise on the growing market.

Ms Dalton said she is aware of consumers who have felt duped and disillusioned when they discovered that the “craft beer” they thought they bought was not what they thought it was.

She said the ICBI hopes its new symbol will provide reassurance to consumers that the craft beer they are buying came from an independently owned, small scale registered microbrewery, as recognised by Revenue, and that the brewer has complete ownership of the brand.

The ICBI has developed a strict set of technical criteria which must be met before the symbol can be awarded, including:

• The applicant company must have a current Brewers Manufacturers License from Revenue;
• The applicant must sign a declaration confirming that they are economically independent of any brewery producing over 30,000 hecto-litres per annum;
• They must meet Enterprise Ireland’s definition of an SME;
• And they must own and control the brand, the beer must be brewed in Ireland by them, in their brewery and not under contract by another brewery, and the beer must be packaged by them, or under contract for them, on the island of Ireland.

While the new symbol has been devised and developed by ICBI, it is available to non-ICBI members who meet the criteria. An ICBI review panel will meet quarterly to approve applications and use of the symbol will be managed through spot checks.

Craft brewers can apply for the symbol, and consumers can check for those who have been awarded it on www.irishbeer.ie