IBA welcomes $3m Victorian brewery tourism pledge

The commitment was announced by Victorian Premier Ben Carroll and would support visitor infrastructure, accessibility, signage, tours, tastings, family-friendly amenities and destination packaging aimed at increasing visitation and length of stay.

“With around 147 independent breweries operating in Victoria, indirectly employing around 7,500 people, we know that breweries have created destinations that bring real value to the local economies in regional areas,” IBA Member Engagement Officer Jono Outred said.

The commitment follows the Victorian Government’s May 2026 Budget funding for the development of a Beer and Cider Strategy and aligns with the IBA’s Grow Victorian Beer policy platform, released in March.

The platform called for $3m to establish and promote brewery taproom experiences and increase visitation to independent breweries.

IBA Chief Executive Officer Sabrina Kunz said the announcement addressed one of the association’s priorities for the sector.

“Beer is indelibly viewed as Australia’s adult beverage of choice; it is part of the fabric of Australia. And beer is primarily consumed close to where it is made. What this means is that the average Victorian is directly experiencing the economic challenges of our sector. Because a beer, made by an Australian owned brewery is becoming unaffordable.

“In March 2026, the IBA released our Grow Victorian Beer policy platform. In that platform, we specifically advocated for $3m to establish and promote brewery tap room experiences and increase visitation. Today, the Government have announced they will deliver that opportunity to our industry.

“Our sincere hope is that [this] announcement helps the small, locally owned breweries across Victoria continue to provide meaningful employment, a direct contribution to their local economy, enhance the unique visitor experiences they are now known for,” Kunz said.

Sailors Grave Brewing owner and founder Chris Moore said tourism support could help breweries such as his build their visitor offering and attract more people to regional communities.

“We founded Sailors Grave based on the philosophy that our beer would be shaped by the agricultural and maritime history of the Deep Sou’East of Gippsland. Our coastal farmhouse brewery in Dunetown brings together visitors and locals over great beer local food and art. A tourism grant to help enhance our visitor experience would be incredibly welcome, we know there is always more we can do to attract tourists to our area, and every dollar spent at our brewery goes back into our local community.”