AUSTRALIA | South Australians have been encouraged to buy local to support the thousands of local jobs created by independent brewers and distillers.
A new State Government Buy SA. For SA. campaign, developed in collaboration with Independent Brewers Australia and Distillers SA, will shine a light on the benefits of buying South Australian-made beer and spirits.
The campaign will feature paid promotion, including printed advertising materials across hospitality venues and retail liquor stores, and digital assets for those who make, shake, pour or sell beverages to share.
Running throughout summer, the campaign will also showcase local producers at events like the Adelady Christmas Village and the Adelaide Fringe.
South Australia’s independent and craft breweries and distilleries are some of the fastest growing in the country, many of which are small and family-owned businesses.
There are more than 100 distilleries across the state, up from just 10 in 2013, that employ 600 people, a figure that is set to soar to a projected 2300 jobs by 2031.
South Australia is also home to more than 80 independent breweries, that contribute around AUD 120 million to the South Australian economy every year and employ over 2,000 people.
Data shows, however, that despite supporting the lion’s share of brewing jobs across Australia, 51 percent, independent brewers hold less than eight percent market share.
To address this, this campaign will urge South Australians to not only consume local craft beers and spirits at their owned sites where they have traditionally been most successful, but also when buying takeaways at the bottle shop, or when ordering at a restaurant, bar or pub.
With many of these businesses located in outside of the metropolitan region, they are also a regional economic driver though tourism, employment and horticulture.
Research has found that earlier Buy SA. For SA campaigns left consumers that had seen them 71 percent more likely to buy local.
Brand SA is the custodian of the State Brand, and was reestablished by the Malinauskas Government to strengthen the state’s reputation and maximise the profile of South Australian goods, services, experiences and produce, locally, nationally and internationally.
This domestic support comes after the State Government launched the AUD 250,000 Spirits Expansion Program in October, aiming to support the state’s distilleries to grow their exports into priority international markets.
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