How Shack Bay Brewing Navigated Licensing in Victoria: A Guide for Emerging Brewers

How Shack Bay Brewing Navigated Licensing in Victoria: A Guide for Emerging Brewers

We’re not going to lie... starting a brewery is equal parts exciting and overwhelming. Somewhere between building our nano-brewery in Matt’s home office and launching our first Shack Bay Pale Ale, we had to tackle one of the less glamorous parts of brewing: licensing.

When Shack Bay Brewing began, it wasn’t with a shiny brewhouse or a taproom on a main street. Like many small producers, one of the earliest hurdles we faced wasn’t hops, malt, or recipe design—it was licensing.

Understanding the Pre-Retail Liquor Licence

In Victoria, the Pre-Retail Liquor Licence, administered by Liquor Control Victoria (LCV), is designed for small producers who don’t yet have a retail venue but want to legally sell beer wholesale. For a young brewery, this licence can be a critical first step:

  • It allows sales to bars, restaurants, and retail outlets.

  • It enables participation in festivals and events.

  • It provides legitimacy while building toward a full retail or producer’s licence.

Without it, we wouldn’t have been able to move beyond home brewing into the commercial world.

The Application Process

Emerging brewers should know the process is detailed and can feel slow compared to the excitement of brewing. For Shack Bay Brewing, the application required:

  • Business plans outlining operations and compliance.

  • Declarations from our partner brewery (as gypsy brewers, this was essential).

  • Responsible Service of Alcohol (RSA) certification for key personnel.

  • National police checks to demonstrate good character.

  • Multiple supporting forms and statutory declarations.

Patience is key—LCV processes applications carefully, and approval can take several months.

Lessons Learned for New Brewers

Looking back, here are the lessons we’d share with anyone entering the industry:

  1. Organisation is everything – keep digital folders for forms, certificates, and correspondence.

  2. Read the fine print – the regulations are clear but complex; don’t skim.

  3. Don’t hesitate to ask questions – the LCV team were approachable and responsive when we sought clarification.

  4. Expect delays – plan your brewing and launch timelines with licensing lead-times in mind.

The Payoff

For us, the day our licence was approved was a milestone. It meant Shack Bay Brewing could:

  • Supply stockists legally across Victoria.

  • Pour beer at festivals and community events.

  • Lay the foundation for future online direct sales.

In short, it was the step that allowed us to shift from passion project to recognised business.

Final Word

For emerging brewers, licensing may feel like a barrier, but it is also a rite of passage. It forces you to formalise your plans, think like a business, and set your brewery up for long-term compliance and credibility.

At Shack Bay Brewing, we now look back on the process not just as red tape, but as an important part of our story... a stage every small brewer will face, and one worth preparing for. Reach out if you want some guidance!

Cheers

Luke & Matt


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