Melbourne beer company A Local Beer has rebranded to Local
Brewing Co. as part of the “next evolution” of the
business.

The beer brand, which currently contract brews at Burnley
Brewing, launched in February 2019 with a socially conscious aim to

help support the charitable SecondBite Foundation.

For every six-pack and pint sold, Local Brewing Co. donates a
meal to someone. It said it has been able to contribute to 17,000
meals so far through SecondBite.

The charity is backed by Coles and aims to redistribute surplus
food through local non-profit organisations throughout
Australia.

A Local Beer’s original name and logo was trademarked, and it
is in the early stages of doing the same with Local Brewing Co.,
according to co-founder Nick Campbell.

“Our name has served its purpose so far with grabbing
attention and providing a point of difference for retailers over
the past 18 months,” explained Campbell.

“We have changed the name to give the business more of an
identity as we move forward to the next stage of growth.

“As our business has grown, we have been able to allocate
funds through the proceeds of the business to fund our rebrand
activities. It’s an investment in our future rather than a pure
expense,” he explained.

Despite contract brewing, Local Brewing Co. said that the
concept of local has always “been crucial to the identity of A
Local Beer”.

But as the industry has found,
identifying what it means to be local
can be tricky.

“We define local now as a community or a social unit with
commonality such as values and identity,” Campbell told Brews
News.

“As a result, the principles have evolved to looking after
each other through social measures and the environment through
sustainable practices.”

With major campaigns within the craft beer industry as well as
mainstream retailers like
Endeavour Drinks to support and market local
products, Campbell
said he wasn’t concerned about any confusion between them and the
newly rebranded company.

“We were excited to see all the campaigns on ‘Supporting
Local’ especially from the larger chains,” he said.

“If anything, the last nine months has shown that the craft
community has become stronger and is better when we are all united
in promoting independence.

“We have a great relationship with a lot of people in the
industry and the feedback has been very positive so far.

“I believe people understand we aren’t captalising on the
word ‘local’ as this has been part of our business since we
started. If you are authentic in your approach then others will
respect that.

“On the Local Luvva competition, we ranked 3rd out of 16
breweries based in Victoria that demonstrates that craft lovers
want to see more of our brand on retail shelves which drives us
forward.”

But, like most breweries during the COVID-19 pandemic, it’s
not been an easy ride.

“I would be lying if I didn’t say the last nine months
haven’t been difficult. Your whole business changes overnight in
terms of profitability with on-premise venues shutting down and
managing employees.

“We have taken the opportunity to work on value-adding
activities such as building relationships with retailers,
supporting distressed venues, rebranding and building our
sustainable limited releases.

“From that perspective, we are very positive that we will be
ready for when the hospitality industry opens up again. “

The brewery has three core beers in their range covering a
Pacific Ale, an XPA and a West Coast IPA, and long-term plans will
be to brew their beers on their own site.

“We want to give Local Brewing Co. a physical home to connect
directly with our loyal customers, retailers and partners.,”
Campbell said.

“The criteria for a venue is location, accessibility and
potential. It’s located in either Richmond or Cremorne (3121) as
this is where the business started and is managed from daily.

“[But] we have a great relationship with subleasing space at
Burnley Brewing so [there are] no immediate plans to move our
production needs until our size warrants it.”

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