Independent Brewers of Ireland drop ‘Craft’ in renewed focus on independence
The newly named Independent Brewers of Ireland describes the new name as a reflection of broader change within the industry.
The trade organisation’s current chairperson, Libby Carton of Kinnegar Brewing says that the word craft has always been a fuzzy description and one that even some of their members didn’t entirely embrace.
“Given the undefined nature of the word ‘craft’, many of the macro-breweries have taken advantage of consumer interest in high-quality, independently-brewed beer by flooding the market with faux-craft brands. The consumer is still looking for alternatives to the mass-produced products from the macros,” she said. “So by focusing on independent rather than craft, we’re making it easier for beer drinkers to distinguish our products. The craft ethos in what we do remains unchanged.”
ICBI name undergoes reconfiguration that represents changes in industry.
The new name also represents an indicator of renewed energy within the organisation.
Changes were confirmed in the latest Annual General Meeting (AGM) but the name exchange was not the sole focus.
Tom Cronin of Rye River said: “One thing we’re looking to do is open up dialogue and collaboration within the sector”.
On Friday, 16 May there will be a one-day conference named Changing the Narrative – the Future of Independent Brewing in Ireland.
Topics will include market access, community building, sustainability, new product development and the future of beer exports.
The IBI’s primary focus is said to be lobbying, representing and communicating the interests of independent brewers.
“Like many small and medium-sized businesses in Ireland today, independent brewers are facing significant headwinds and hurdles,” says Carton.
She believes that these hurdles are threatening to push some independent breweries over the edge.
