Northern NSW’s Sanctus Brewing Co. has today launched Independent’s Day XPA – a beer designed not only to stand out on the shelf, but to send a clear message about the state of the Australian beer market.
Aimed squarely at retailers and consumers alike, the release is a call to action for greater support of locally-owned, independent breweries.
According to Pat Kelly of Sanctus Brewing Co, in Australia today, just seven per cent of the beer market is left for 675+ independent breweries, with the remaining share dominated by two foreign-owned companies and private-label brands from major retailers. Despite this, the indie sector contributes more than $3.53 billion annually to the national economy – and most of that comes from regional and rural communities.
“It’s time to stop playing nice,” Kelly told National Liquor News. “Independent’s Day is our way of putting that reality front and centre – not through a press release, but through a beer people can drink and talk about. It’s beer with backbone.”
The retail reality
For liquor retailers, the launch presents both an opportunity and a challenge. While multinational brands dominate shelf space and tap contracts through volume pricing and aggressive distribution, customers are increasingly looking for genuine craft options – and for many, authenticity matters.
“It’s a constant uphill battle. We’re producing locally, employing regionally, and creating high-quality beer – but shelf space, tap contracts, and wholesale margins are heavily tilted toward the big players. Even ‘craft’ sections in bottle shops are often dominated by brands that look independent but aren’t. That creates confusion for consumers and makes it harder for truly independent brewers to get visibility, let alone scale,” Kelly said.
Retailers are in a unique position to help shift the balance. Stocking more independent options, calling out the Certified Independent seal, and offering storytelling at the point of sale can make a real difference.
“When you choose a genuinely independent brewery, you’re backing local jobs, real ownership, and businesses that reinvest in their communities,” Kelly said.
A beer built for impact
“We wanted it to be approachable but punchy – something drinkers could really get behind. It’s a clean, tropical XPA with a crisp finish and a lean malt backbone. Full-flavoured, refreshing, and made to be shared,” Kelly said.
“Every part of this beer reinforces the point. The name, the design, the stat-driven video campaign – it’s all built to spark a conversation. We’ve worked hard to keep the tone sharp but relatable, so it connects with beer drinkers and the wider community, not just industry folks,” he added.
The packaging prominently features campaign messaging and key industry stats – helping retailers engage customers who care about buying local and backing independent business.
Recent moves by the Federal Government to freeze beer excise were welcomed in principle, but Kelly says the benefits mostly miss the mark for indie brewers.
“Most of our sales, as independent brewers, come through packaged product – cans and bottles – so the excise freeze won’t move the needle for us. It’s another example of policy that looks supportive on paper but misses the mark in terms of who it actually helps,” Kelly told National Liquor News.
More than just a one-off release, Independent’s Day is part of a larger effort to mobilise industry and consumer support for Australian-owned breweries.
“We’d love for it to evolve – but not just as a beer. Our goal is to turn Independent’s Day into a conversation starter every year, not just a one-time statement. Whether that’s through future limited releases, collaborations, or wider campaigns – we’re all in. And if it encourages other brewers and retailers to get behind the movement, even better,” Kelly said.
Sanctus hopes Independent’s Day not only resonates with beer lovers but also encourages retailers to differentiate their shelves with products that represent more than just good taste.
“If someone picks up this can, enjoys the beer, and starts asking, ‘Who actually made this? And where does the money go?’ – then we’ve done what we set out to do,” Kelly said.