The Trade Engagement Group is led by Dan Hampton, National Sales Manager for Young Henrys 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


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.

For more information, contact Kylie Lethbridge


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