IBA TRADE ENGAGEMENT PROJECT GROUP

The Trade Engagement Group is led by Evin Craney, National Sales & Export Manager at Bright Brewery & IBA Board Member and has been formed to develop a trade focused action plan for the IBA which positions Indie Beer and the Independent Seal clearly in all stakeholders mind. The plan needs to extend the Trade Priority Actions in the Marketing Plan previously developed by the IBA into a clear scope of work, aligned outcomes and execution direction in partnership with the IBA Operational Team. These actions will be targeted primarily at retail trade (on & off premise) and brewers (members and non-members).

Key outcomes for the Group:

1) Support of and distribution of the Independent Seal and supporting guidelines.

2) Trade Engagement Plan with timings for priority stakeholders including:

a) National retailers

b) Independent retailers

c) On Premise Groups

d) Independent on-premise locations

e) Alternate channels

Scope

The Project Group will focus is on driving trade support for indie beer through key stakeholder involvement and point of purchase execution. The IBA will soon issue a survey to members asking about their priorities and needs as valued stakeholders. This will inform the actions of all Project Groups and each will be asked to prioritise and publicise the resources they will deliver.

Timeline and Reporting

The group will provide the IBA Board with monthly updates and will also be shared with members.

Members

Your current Project Group consists of the following members who contribute to relevant projects however there are opportunities to broaden the group to ensure a broad range of skills, expertise is available:

Lead: Evin Craney, Bright Brewery
IBA Team member: Kylie Lethbridge, CEO || Kelly Falconer, Head of Communications & Marketing 

  • Josh Quantrill – Beerfarm
  • Dave Ward – Bentspoke Brewing
  • William Smith – Dainton Beer
  • Craig Williams, Moffat Beach Brewing 
  • Lachlan Barter, Fox Friday
  • Rame Abdallah, Braeside Brewing
  • Todd Barac, Dainton Beer

Please contact Evin Craney with any questions about the group. 

 

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