Jewel: A Hidden World Beneath the South West

Just south of Margaret River sits Jewel Cave, Western Australia’s largest show cave. Step inside and you’ll walk through towering chambers filled with formations that have taken thousands of years to grow. Stalactites hang from the ceiling, flowstone pours down ancient limestone walls, and delicate calcite crystals catch the light like gemstones.

It’s one of those places that reminds you just how patient nature can be.

Brewing with a sense of place

At Margaret River Beer Co, we’ve always believed the best beer inspiration is found close to home. We’re pretty lucky to brew in a region filled with places worth celebrating.

Our cave series began earlier this year with Flowstone, an Oat Cream IPA, and continues with Jewel IPA. The series exists because the Margs region is known for far more than world-class waves and wineries. Beneath our feet lies one of Australia’s most remarkable cave systems, with each cave offering its own personality, history and character.

Rather than simply borrowing the cave’s name, we wanted Jewel IPA to reflect the feeling of walking through it: layers waiting to be discovered, unexpected details around every corner and a sense of exploration that stays with you long after you’ve left.

Turning inspiration into a can

Our designer, Zendoke, hand-crafted every line, shape and detail of the can artwork, taking inspiration from Jewel Cave’s unique formations and underground landscape.

The challenge was to simplify the cave’s incredible detail into bold, organic shapes while staying true to what makes Jewel Cave so recognisable. The finished design isn’t just packaging; it’s a visual interpretation of the journey underground.

The artwork draws on the crystal formations that give Jewel Cave its name, while keeping the bold, hand-drawn style that has become synonymous with Margaret River Beer Co. It’s less about creating a literal photograph of the cave and more about capturing the feeling of discovery: the moment a new chamber opens up, light catches on the limestone and something unexpected reveals itself.

Every can is a reminder of the place that inspired it and the story behind the beer inside.

The Capes Foundation

To bring the concept to life, we were lucky enough to work with the Capes Foundation, who welcomed us into Jewel Cave and shared the stories, history and geology behind one of the region’s most incredible natural attractions.

Spending time with the team at Jewel Cave gave us a much deeper appreciation for the cave. It’s not just an amazing place to visit; it’s an important part of the South West’s natural heritage.

The release wouldn’t have been possible without the support of the Capes Foundation. Their passion for protecting and sharing the region’s cave systems helped inspire everything from the beer’s story to its design.

Discover Jewel IPA

Jewel IPA is our tribute to the hidden landscapes beneath the South West: a beer inspired by ancient formations, natural wonder and the places that make Margaret River so special.

We hope that, after enjoying a can of Jewel IPA, you’ll be inspired to experience Jewel Cave for yourself. It’s a reminder that some of the most extraordinary parts of Margs aren’t always found on the surface.