CAMRA's view
When EastEnders pub the Queen Vic was up for pub of the year the barstaff were up in arms as two rain-coated bearded boffins came in and discussed the quality of the beer. They were panic stricken as the two men - widely assumed to be from the Campaign for Real Ale (CAMRA) - watched with hawk eyes to see how they served their beer and customers.
Although the two were treated as a figure of fun by the TV soap they represent the image that CAMRA has been living with for 35 years - an image that does not reflect the diversity of the organisation. To many, CAMRA simply runs the Great British Beer Festival (GBBF) and is controlled by the beard and sandals brigade.
But according to Mike Benner, its chief executive of two years, the organisation is now leaner and more focused than it has ever been. "I don't worry about the image. All organisations carry some sort of myth behind them," he says.
Shifting strategy
Under the direction of Mike the group has taken a more strategic approach, reorganising its campaigning, finances and also restructuring its team at head office. The not-for-profit organisation now has a business plan, boasts over 80,000 members and for the first year the GBBF is moving to a new larger venue at London's Earls Court.
The organisation works closely with the trade on promoting the cause of real ale but its prime focus is on the rights of the consumer.
"As a consumer group we have to make sure that we are doing something that is not just in partnership with the industry but that benefits consumers," he argues.
Part of this policy is the group's opposition to brewery closures and takeovers - a policy it has continued to pursue during its long history. Despite the fact that the recent spate of takeovers has been opposed by CAMRA it has failed to prevent any of those brewery closures.
Mike says: "We have a clear policy that we oppose mergers and takeovers in the industry unless a clear consumer benefit can be demonstrated and the truth is nine times out of 10 it can't.
"The takeover of another brewery usually ends up with its closure or the beers being axed or the pubs being closed or sold on and consumers tend to not benefit from that.
"Where we think takeovers and closures are happening purely for financial gain without any benefit for consumers we will continue to oppose. That is part of what CAMRA does."
A five-point plan
Moving forward the group is focusing on five major issues: a guest ale law, the full-pint, planning changes to save community pubs, progressive beer duty and the promotion of real ale. Revoking the right to a guest beer in 2002 has seen brewers such as Greene King and Wolverhampton & Dudley Breweries turn into "neo-national brewers", and this is set to continue with further consolidation in the market, says Mike.
"The fact remains we think nothing can beat a local licensee having the option - no-one is trying to force them - but the option to buy a local beer of their choice from the supply of their choice which they know will meet the need of their customers.
"It's really left entirely to the licensee whether they think that will benefit their business. There are only
winners in that situation and we are confident we can convince the government to have a look at this," he argues.
Its second issue - the full pint - inevitably puts CAMRA on a collision course with the pub trade.
"We stand by what we have been saying for 25 years: people should get what they pay for and what they pay for is a full pint so we are not going to give up on that issue."
Importantly, Mike believes that CAMRA these days is as much about pubs as it is about real ale. It runs National Pubs Week, although it still believes more of the pub trade needs to get on board, and its various pub awards are part of its strategy to encourage people to go to the pub and drink real ale.
Its Community Pubs Foundation, launched last year, is set to target planning regulations which cause the closure of community pubs (see box).
On progressive beer duty CAMRA is determined that the system should continue to exist - arguing it has been successful in improving choice for consumers.
Mike believes the level should be extended to 200,000 hectolitres which is the upper limit that is allowed by the EU.
"It will then benefit more breweries and even though that may not address all the concerns that some larger brewers have got about the system it would be a positive step forward," he says.
CAMRA's fifth issue is the most important according to its chief executive. Put simply it is the "generic promotion of real ale".
"We have a product that fits perfectly with today's British consumers who increasingly want natural, local and fresh food products and that of course describes real ale perfectly."
But CAMRA still needs more industry support to achieve this in the light of the enormous power of the global lager breweries.
Mike argues: "We need to work with the industry to renew consumer knowledge of and confidence in real ale and make it the crème de la crème of the beer world.
"When the quality is right, real ale is a world beater."
Benner on the latest mergers
Young's & Co and Charles Wells
"Let's be clear, Young's has decided that it is going to close its
brewery and that's very disappointing for us.
"The positive side of that story is that Young's will remain vertically integrated selling Young's beers into Young's pubs, albeit beers that are brewed in Bedford.
"Let's see how it goes, let's see how the new Wells & Young's
company behaves, and let's see if all the beers in the two portfolios are maintained so consumers can enjoy them."
Hardys & Hansons and Greene King
"Based on past experience the likely outcome is that, should Greene King be successful, the Nottingham brewery will close. We don't want to see Greene King IPA on every bar in the country."
Community Pubs Foundation
Launched by CAMRA with a fanfare at last year's Great British Beer Festival, the Community Pubs Foundation is looking to provide
support for communities fighting to save their local.
The foundation, which has the support of the Prince of Wales-backed Pub is the Hub initiative, has received well over 200 enquiries from community groups. But it has remained out of the spotlight and Mike says this is because it is trying to get the group charitable status.
The foundation and CAMRA want to lobby the government over planning laws and the loopholes which support the closure of
community pubs.
"We think it is ludicrous that a community amenity can be
demolished without any care or attention to the community and
of course the planning system," he argues.
