Neville Hall: We are too confrontational within our own ranks

Whether they be government, local authorities, the police or the freelance busy bodies this crippled and malign administration loves "consulting" with, events prove that it's a waste of time talking to them.

Instead we should be organising the millions of people throughout this country who support us to see them off, whether it be on the street, in the media or at the ballot box. Paradoxically enough, at the same time as we appease the enemy we are often far too confrontational within our own ranks, hobbling ourselves by clinging to old divisions.

A lot is to be gained by kicking them into touch and by co-operating a bit more. I have recently discovered that this is not only good for the soul but good for business too.

As an example for some time I have proclaimed that craft lagers deserved the same respect as cask ales and that both these pillars of our European beer tradition should be presented together as equals at festivals and similar events. Easier said than done, I know. For many this idea verged on the blasphemous and the chances of me making it a reality seemed remote, simply because "it wasn't done".

We were lucky however to find a retail partner, Vintage Inns, to join us in storming this fortress of prejudice. In 80 of their outlets they recently completed what was probably the first cask ale festival in which a real lager took the lead role. The cream on the cake, as far as I was concerned, was Vintage Inns getting the blessing and support of the Campaign for Real Ale for the event.

The festival was a great success for the outlets concerned and many died-in-the-wool cask ale drinkers enjoyed the taste of a real lager whilst lager drinkers experienced the undoubted pleasures of some choice cask ales.

The event also stimulated enormous local media interest, no doubt helping to remind people what their local had to offer. I'm glad to say that in the wake of this event other retailers have taken an interest in doing something similar.

For me the whole occasion proved that when we all co-operate together, craft lager brewer , cask ale brewer, retailer and with the defender of the faith, CAMRA, we can do something positive and exciting and hopefully use the trust and respect for each other built up along the way to help create a united front against our enemies.

Neville Hall is sales and marketing director for Budweiser Budvar ​