The Campaign for Real Ale (CAMRA), is urging all brewers to unite behind an industry-wide generic campaign aimed at promoting beer and stemming its long-term decline.
CAMRA is keen to be involved in a conference of key players to discuss the success of campaigns such as "Ask if it's Cask" initiative, which it claims is recognised by more than 12 million people, Real Beer Week and Beer Naturally.
Mike Benner, head of campaigns and communications, said: "It's great to see top names in the industry calling for a more united approach and we now need to see some action by bringing brewers and trade associations together to thrash out the issues and make concrete plans for a co-ordinated generic campaign for beer."
The move by CAMRA follows similar calls from industry chiefs. A number of national brewers are in advanced discussions with the 33 members of the Independent Family Brewers of Britain about a similar campaign headed by the British Beer and Pub Association (BBPA).
"We need to act collectively or the public will soon get confused about the message from too many different campaigns and we can all benefit from a more co-ordinated approach," added Mr Benner. "I think it is important that a generic campaign is not led by a particular brewer or trade association. A start-up conference should be driven by an independent facilitator, so that all parties can come to the table as equals."
John Roberts, beer and brands director at Fuller's, welcomed CAMRA's efforts but argued that any campaign should fall under the control of the BBPA.
He said: "It needs to be centrally controlled through a trade body and the BBPA seems the obvious choice as that's what it was set up to do. CAMRA has ruffled lots of feathers in the past and I don't think national brewers would be comfortable with it representing the industry."
Mr Roberts also called for a marketing code of conduct that will ensure companies promote beer constructively and bring an end to advertising featuring "lager louts with beer bellies".
He added: "Fuller's would support a fighting fund for a generic campaign financed by the entire industry. Fuller's is committed to contributing its proportional weight for the good of the industry. If people choose not to invest then the whole thing will fall down and we might as well pack up and go home."
When asked about a possible generic marketing campaign, Greene King's brewing and brands managing director Rooney Anand was quoted on thePublican.com last month as saying: "We should continue to work together to improve quality through bodies such as Cask Marque but the future is going to rely on individual companies building strong brands and promoting them in innovative ways.
"Our success with, and the continued growth of IPA, Abbot Ale, Old Speckled Hen and Ruddles County will do more for the cask beer category than any generic campaign we could be part of."
Related articles:
UK brewing industry hopes to create national beer campaign (20 November 2002)
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