South Australians are being encouraged to buy local at the bar or bottle shop this summer to support the thousands of jobs created by independent brewers and distillers.
A new campaign by the South Australian government Buy SA. For SA., developed in collaboration with Independent Brewers Association and Distillers SA, aims to highlight the benefits of choosing South Australian-made beer and spirits.
The campaign includes printed advertising across hospitality venues and retail liquor stores, along with digital assets for those who make, pour, or sell beverages to share.
“Every dollar spent on local beer goes back into our community. It pays our local staff, supports local suppliers, and helps independent venues thrive,” said James McCall, owner and co-founder of Shapeshifter Brewing Co.
“It keeps the craft beer culture here alive and growing instead of sending profits overseas or interstate. It allows us to invest back into the brewery, improve the venue, and keep creating exciting beers.”
Running throughout summer, the campaign will also feature local producers at events such as the Adelady Christmas Village and the Adelaide Fringe.
South Australia’s independent breweries and distilleries are among the fastest growing in the country, many of them small, family-owned businesses. There are now more than 100 distilleries across the state, up from 10 in 2013, employing around 600 people – a number projected to reach 2,300 by 2031.
The state is also home to more than 80 independent breweries, contributing about $120 million to the South Australian economy each year and employing over 2,000 people.
“The sector supports hundreds of local jobs and is forecast to reach 1,300 by 2026, injecting over $30 million of direct and indirect revenue into our economy,” said George Georgiadis, president of Distillers SA.
“Every time you buy SA spirits, you’re backing local jobs.”
Despite accounting for 51 per cent of brewing jobs nationally, independent brewers hold less than 8 per cent market share. The campaign encourages South Australians to choose local beer and spirits not only at venues where they are produced but also when purchasing takeaway drinks or ordering at restaurants and pubs.
Many of these businesses are based outside metropolitan areas, contributing to regional tourism, employment and agriculture. Research has shown that consumers exposed to earlier Buy SA. For SA. campaigns were 71 per cent more likely to purchase locally.
Brand SA, re-established by the SA government, manages the state brand to strengthen South Australia’s reputation and promote local goods, services and produce.
This domestic initiative follows the launch of the $250,000 Spirits Expansion Program in October, designed to help distilleries expand exports to international markets.
“When you choose South Australian spirits or beer, you’re doing more than just getting the best — bold, creative and innovative South Australian flavours,” said minister for veterans’ affairs of South Australia Joe Szakacs.
“You’re also supporting the farmers that grow the botanicals and barley, and the small businesses who bring those ingredients to life.
“Next time you’re browsing for drinks, remember that when you buy from SA, you’re also backing the community behind the beverage.”