Camra hails LocAle success

The Campaign for Real Ale (Camra) has hailed early success in its LocalAle scheme with 21 local branches signing up to take part since the launch in July.

The LocAle scheme, which began in Nottingham in 2007, encourages pubs to stock at least one locally produced real ale to tap into the growing consumer demand for local produce and greener products.

However, many branches have reported that many leased pubs have been hindered from taking part by the beer tie.

Each participating Camra branch can decide upon their exact definition of a locally-produced real ale, as long as it falls between a 20-30 mile radius.

"Bearing in mind the publicity material was only made available to Camra branches at the end of July, the current success of the scheme is a true testament to our members who are committed to seeing locally-sourced produce in their community pub and to pubs wanting to source locally brewed beers," said Camra senior marketing manager Tony Jerome.

"Many branches have cited the benefit of localised spending in their area, and within the community there has been positive feedback from all quarters."

Publicity material includes window stickers, leaflets and posters to show which pubs have officially signed up to the scheme as well as pump-clip crowners displayed at the bar to help inform consumers which beers have been brewed within the local area.

Steve Westby, founder of the local scheme, added: "It is great to see how what began as a protest against the domination of Nottingham pubs by global beer brands can so easily be transferred into a positive national scheme, especially at a time when communities are being threatened by economic turmoil.

"The majority of people in this country strive to retain their local identity, with 'LocAle' playing a perfect accompaniment to this fight."