First of all, we executed a positive campaign. When I joined the British Beer & Pub Association (BBPA) we had created an Axe the Tax narrative focused on pub closures. I was given a clear steer that we needed to make a more positive case for beer.
Seven out of 10 alcoholic drinks sold in pubs are beer — 68% of the total. Pubs are seen as a vital and important part of every local community. We needed to make the case that the best way to support pubs was to reduce the beer duty.
Second, we focused on the facts. The economic data commissioned by the BBPA was strong. Duty had risen 42% in the past four years, but beer consumption had fallen 22% over the same period. Even the Office for Budget Responsibility was predicting that tax revenues from beer would fall in 2013/14. Beer and pubs contribute £19bn to the UK economy and support one million jobs, of which 600,000 are in pubs. Of these, 45% are employees under the age of 25.
We had to position the industry as a job creator and vital part of economic recovery. Our economic data was clearly compelling, as the Chancellor acknowledged when he visited Marston’s brewery at Burton in the week after the Budget.
Third, we stayed united and focused. We ran a campaign where every partner played their part. After Hobgoblin launched the e-petition, the Campaign for Real Ale mobilised to obtain 100,000 signatures to generate a Parliamentary debate. The Society of Independent Brewers, BBPA, Association of Licensed Multiple Retailers and others all encouraged their members to sign. Industry leaders used analysts’ briefings as platforms to reiterate our simple message.
Fourth, we were creative to capture the media’s eye. Our Budget submission film was a first. The TaxPayers’ Alliance Mash Beer Tax campaign reminded us that a third of the cost of a pint went to the taxman. Around 300,000 beermats were sent to pubs, and we had the support of The Sun!
An eye-catching media strategy was crucial. Let’s not forget, we had growing Parliamentary support, marshalled brilliantly by the energetic Andrew Griffiths MP. MPs initiated and spoke in debates, and turned up in big numbers to post a pre-Budget message to the chancellor in our Theakston barrel.
One pence tax off a pint may not seem much, but we were expecting a 5.2% rise and instead have a 2% cut. It’s vital we learn the lessons of success and maintain the momentum in building support for British beer and pubs.