The Brewers Association of Australia (BAA) has announced Amanda Watson as its new Chief Executive Officer, with her tenure to commence on 14 July.
The announcement was welcomed by Brewers Association Chairman and Lion Australia Managing Director, James Brindley, who said Watson’s appointment came following a rigorous national recruitment process.
“On behalf of our members and board, I am thrilled to welcome Amanda to lead the Brewers Association,” he said.
“Amanda brings an incredibly strong track record in policy, advocacy and stakeholder engagement, but most importantly is passionate about beer and the many thousands of people and communities who make our industry great from grain to glass.
“Amanda will represent Australia’s leading brewers as an advocate for a vibrant, sustainable, community-centred and socially responsible beer industry and be a constructive partner to our industry’s wide network of stakeholders.”
Brindley also acknowledged the contributions of John Preston, who has led the Association for the past five years.
“I’d like to thank our outgoing CEO, John Preston, for his outstanding contribution to the Association, Australia’s brewing sector and the alcohol industry more broadly. John has been with the BAA for five years, and under his leadership the Association has been instrumental in fighting for and achieving positive regulatory and policy outcomes for the industry, including the welcome freezing of tax indexation on draught beer. We wish John every success in his new endeavours,” he said.
Watson steps into the role as Australians are embracing an increasingly diverse range of beer options – from traditional full-strength favourites to no- and low-alcohol styles, and beers tailored for specific dietary preferences such as low-carb and gluten-free.
Reflecting on the evolving role of beer in Australian life, Watson said the beverage continues to play a unifying role in society.
“Beer has always brought Australians together – at community events, in local pubs and clubs, around the table with family and friends,” she said.
She says ensuring beer remains accessible and affordable will be a key focus under her leadership.
“As a champion of responsible beer drinking, part of our role is to ensure that raising a glass together remains accessible. Put simply, Australia’s beer tax – the third highest in the world – is too high. Under my leadership, our Association will continue to make the case for a meaningful reduction in beer excise.”
She also highlighted the industry’s broad economic footprint, saying: “There are so many people and communities reliant on the success of our industry, with Australia’s brewing sector supporting around 100,000 full-time jobs. Every schooner poured contains the combined efforts of farmers, brewers, transport, logistics, retail and hospitality workers, and many more beyond.
“It’s a true honour to represent an industry which makes such an important contribution to Australia,” she said.
In an interview with Beer & Brewer, Watson said she was drawn to the CEO role by the scale and impact of the brewing sector.
“Prior to my work in Government, my work in business and regional advocacy showed me how rewarding it can be to champion and deliver outcomes that benefit businesses and economic growth in local communities,” she told Beer & Brewer.
“BAA provides the same opportunity, at scale, to showcase the work and impact of Australia’s brewing industry – across the supply chain. That’s pretty exciting. My immediate priority will simply be to be present for our stakeholders and spend some time listening.
“I’m keen to understand the barriers and opportunities to the ongoing contribution the brewing sector makes to the Australian economy – and work with my membership and stakeholders to build smart solutions in partnership.”
She added that exploring the broader role of brewers in revitalising communities would also be a key focus.
“What’s also important is understanding the positive community impact the brewing sector has and can continue to make with the right business parameters and shared values of responsibility to our consumers and businesses. I’d like to explore the role our organisation can play in building back the nighttime economy to breathe life into cities, regional centres and country towns.
“These things require partnership and I’m certainly prioritising strong ones for BAA, our members, and our many stakeholders.”
On the critical issue of beer excise, Watson said the current freeze presented an opportunity.
“Fairer excises are certainly front of mind, and we welcomed the two-year freeze delivered by the Albanese Government ahead of the 2025 election,” she told Beer & Brewer. “I think there is a good runway between today and that endpoint to examine and design solutions to put to government for sustainable and equitable reform.”
Asked how she would approach the balance between responsible consumption and innovation, Watson was clear in her support of industry-led progress.
“My observation is that the brewing industry has long been innovators in product choices, and I will continue to celebrate this,” she said.
“I believe the membership I will be representing has shown that consumption of beer is not about alcohol so much as it is about enjoying a refreshing beverage with people you care about. BAA will continue to work with and participate in sector-wide initiatives that promote responsible consumption across all drink choices.
“I know my members have a big appetite for product development and innovation to ensure consumers continue to have a choice at the tap or bottle shop that suits their drinking preference. Ensuring government remains educated on the positive contribution we make is really important to ensuring the economic opportunity for Australia continues to materialise.”
Watson’s diverse background spans government, business advocacy, and hospitality – a mix she believes has shaped a collaborative leadership style.
“Every role I’ve taken on has been one where I could not achieve big things on my own. Partnership has been key for getting results and finding common ground is where I operate best,” she told Beer & Brewer.
“Sometimes change is incremental and sometimes it’s radical, but it’s always made by bringing people on the journey.
“What I learned from hospitality small business ownership at a young age stayed with me over the 20-or-so years since I left the sector. The principles of valuing my people, commitment to service, accountability for my own success, and contributing to the betterment of my workplace or community are still central to the way I try and operate today.
“I’d say going for a quick beer at 5pm with a colleague to solve the ‘world’s biggest’ problems has also proven helpful over the years when office pressures mount up, as has being able to have a laugh.”
Prior to joining the BAA, Watson was Deputy Chief of Staff to the Federal Minister for Communications and played a key role in progressing significant reforms. She has also held senior roles in business advocacy and higher education and began her career in hospitality management and small business ownership.
Under Watson’s leadership, the BAA says it will continue to work collaboratively with governments, the Alcohol Beverages Advertising Code Scheme, health experts, supply chain participants, and local organisations to promote responsible drinking, support local jobs, and ensure beer remains a positive part of Australian life.