The Society of Independent Brewers and Associates, the body that represents independent beer businesses in the UK, has started a campaign to help drinkers identify 'indie' brands.
In an effort to help drinkers weed out global beer brands from so-called 'indie' labels, the Society of Independent Brewers and Associates (SIBA) has today (22 October) launched an initiative backed by more than 200 of its members.
Signees to the Indie Beer campaign have agreed to put the identifying marker on bar pump clips, bottles and cans as SIBA aims to “make it easier for beer drinkers to identify beer from independent breweries”.
Andy Slee, the association’s CEO, said: “Between them, independent brewers employ 10,000 people, run over 2,000 pubs, bars and taprooms, and pay millions in taxes here in the UK.
“They are a force for good in the local communities they represent and it’s essential global beer companies are not taking credit for the hard work of true independent brewers.”
SIBA named a handful of indie brands that were once independent but are now owned by the beer giants, with consumers often unaware of the true ownership: Beavertown Neck Oil (Heineken), Fuller's London Pride (Asahi), Camden Hells (Anheuser-Busch InBev) and Sharp’s Doom Bar (Molson Coors).
“People want to support smaller independent businesses but when buying these beers they’re actually spending their money with global beer giants,” Slee added.
The SIBA campaign is being accompanied by a so-called beer checker available on its website.
The drive is being supported by the not-for-profit Campaign for Real Ale, the British Institute of Innkeepers (Bii) and the Independent Family Brewers of Britain (IFBB).
CAMRA chairman Ash Corbett-Collins said: “This excellent campaign will help pubgoers make more informed choices at the bar while supporting our much-loved independent breweries.
“We strongly believe it is vital people know the background to their beer; where it has come from, who has produced it and this is an incredibly effective way for people to find out more, while giving much-needed support to local businesses and breweries, while protecting our pubs.”
SIBA named a select group of Indie breweries that have welcomed the new campaign, such as Cloudwater Brew Co., Thornbridge Brewery, Attic Brew Co., Titanic Brewery and Elusive Brewing.
Paul Jones co-founded Manchester-based Cloudwater Brew in 2014 before launching on the market the following year.
“Independent businesses are the lifeblood of thriving local economies,” he said.
“Clearly identifying authentic and independent breweries will help consumers make the choices they want to ensure their money stays in their local area, and continues to fund innovation and to build a stronger future for British beer.”
