Independent Brands Australia becomes a signatory to Alcohol Marketing Regulator

Independent Brands Australia, the banner group supporting more than 2,700 independent retail stores across brands such as Cellarbrations, The BottleO, IGA Liquor and the Thirsty Camel has become a signatory to the the ABAC Responsible Alcohol Marketing Code.

IBA joins retailers including Endeavour Drinks Group and Coles Liquor in becoming a signatory to the voluntary code and the move will impact many craft brewers ranged by the retail network, even if the breweries are not signatories themselves.

Independent Chair of ABAC, Harry Jenkins AO, says the involvement of Independent Brands Australia, as a large retail banner group in Australia, is very much welcomed by the ABAC Management Committee.

“IBA already participates in ABAC by pre-vetting many of its advertisements and by cooperating and complying with adjudication decisions of the ABAC Panel,” he said.

“In becoming a signatory, IBA will abide by the ABAC Responsible Alcohol Marketing Code, commit funding toward the scheme and will participate in the service for checking
of proposed advertisements or packaging of products.”

IBA joins a large number of alcohol marketers (representing 95% of alcohol producer and 64% of alcohol retailer advertising media spend in Australia), that have committed to the objectives of the Code to ensure that alcohol advertising does not encourage irresponsible or unsafe consumption or consumption by under 18s.

More information about ABAC is available at

You can hear more about ABAC by listening to our recent conversation with the Independent Chair of ABAC, Harry Jenkins AO on the Beer is a Conversation podcast…

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