CUB warned over misleading craft beer labels
Too “crafty” for their own good? Australian brewers have been put on notice over misleading craft beer labels after SABMiller-owned CUB was fined for potentially fooling drinkers, Australian media reported on 29 April 2014.
Last year CUB caught the attention of the Australian Competition and Consumer Commission for implying that Byron Bay Pale Lager supplies came from a small brewery in New South Wales, whereas in fact they were brewed at a CUB plant 630 km away as part of a licensing and distribution deal with Byron Bay Brewing Company’s parent.
The small Byron Bay Brewing Company only brews draught beer at its Byron Bay site.
Media reported that CUB was fined AUD 20,400 (EUR 14,000) and had to change the advertising.
“Many small brewers cater to consumers who prefer to support small, niche businesses,” ACCC chairman Rod Sims was quoted as saying.
“When large companies portray themselves as small businesses, it undermines the unique selling point that such small businesses depend upon, and it misleads consumers.
“The ACCC will be writing to other participants putting them on notice of this matter in order to ensure that marketing and labelling in the beer market appropriately reflects where and by whom beer is brewed.”
CUB spokeswoman Jennifer Howard said: “CUB treats its commitment to the law seriously and has worked with the ACCC to address their concerns. The labelling has been revised to better disclose the third party contracting relationship between the Byron Bay Brewing Company and CUB”.
The previous label read: “The Byron Bay Brewing Co is located on Skinner’s Shoot Road in Byron Bay. We’re housed in a historic location, a birthplace of much of the fame and spirit of Byron Bay which has attracted local and international musicians, artists and alternative thinkers since the ‘70s. Next time you’re in town, drop in and have a beer. Brewed in NSW by the Byron Bay Brewing Company and its Licensees.”
The new label reads: “A clean crisp and refreshing lager brewed with premium malt hops. Cane sugar is added to the kettle as during the brewing process the sugar metabolises leaving a highly fermentable wort producing this refreshing lager. Easy drinking with fruity character partly achieved by the citrus-like Moteku hop. Bottled and brewed under contract in Warnervale NSW by Carlton & United Breweries for the Byron Bay Brewing Company.”
