This is the message from SIBA, the Society of Independent Brewers and Associates, who have launched a new campaign which is seeking to make it easier for beer drinkers to identify beer from independent breweries in pubs, bars, and shops as demand for local beer rises across the UK.
Whilst it’s pleasing to see brewery production volumes for independent breweries are now returning to pre-covid levels, with the volumes of cask beer sold in pubs in double digit growth, the issue remains the same, getting access to market and ensuring genuine independent beer is being sold to beer drinkers.
New YouGov data published today found that 75% of people surveyed believe consumers are being misled when purchasing beer from once independent craft breweries, such as Beavertown, Camden, and Fullers that are now owned by Global beer giants Heineken, Budweiser and Asahi respectively.
People were shown images of five beers from once-independent breweries that have been bought-out by Global beer companies; Beavertown Neck Oil (Heineken), Fullers London Pride (Asahi), Camden Hells (Budweiser), Brixton Reliance Pale Ale (Heineken), and Sharp’s Doombar (Molson Coors). When informed that these breweries were actually owned by Global companies and not independent, 75% of people surveyed said they felt consumers were being misled, with the figure for the beer drinkers surveyed even higher at 81% who believe consumers are being misled.
So please watch out for the Indie Beer logo on pump clips, bottles and cans and know that you are purchasing a truly independent pint from a truly independent brewery.