75% ‘misled’ by global brands over independent business values
The Society of Independent Brewers & Associates (SIBA), which cited the statistic from new YouGov data, has launched a new campaign – Indie Beer – today (Tuesday 22 October) to make it easier for beer drinkers to identify beer from independent breweries.
Production volumes for independent breweries have now returned to pre-Covid levels, SIBA said, with cask beer sold in pubs also in double-digit growth, according to statistics.
SIBA stated the issue isn’t the demand for independent beer, the issue is getting access to market and ensuring genuine independent beer is being sold to beer drinkers.
SIBA chief executive Andy Slee told The Morning Advertiser: “There is strong demand for beer from independent breweries but this consumer surveying shows there is confusion as to which brewers are genuinely independent and which are owned by globals.
“This campaign is about ensuring your customers who want to buy beer from local independent breweries are making an informed choice.”
A force for good
He added: “Support for local independent brewers has never been stronger and, in 2024, we’ve seen independent brewing volumes return to pre-Covid levels.
“Between them, independent brewers employ 10,000 people, run more than 2,000 pubs, bars and taprooms, and pay millions in taxes here in the UK.
“They are a force for good in the local communities they represent and it’s essential global beer companies are not taking credit for the hard work of true independent brewers.”
The YouGov data found 75% of people surveyed believe consumers are being misled when purchasing beer from once-independent craft breweries, such as Beavertown, Camden and Fuller’s that are now owned by global beer giants Heineken, Budweiser and Asahi respectively.
People were shown images of five beers from once-independent breweries that have been bought out by global beer companies; Beavertown Neck Oil (Heineken), Fullers London Pride (Asahi), Camden Hells (Budweiser), Brixton Reliance Pale Ale (Heineken), and Sharp’s Doombar (Molson Coors).
When informed these breweries were actually owned by global companies and not independent, 75% of people surveyed said they felt consumers were being misled, with the figure for the beer drinkers surveyed even higher at 81% who believe consumers are being misled.
‘Indie Beer’ identification
“People want to support smaller independent businesses,” Slee said. “But when buying these beers, they’re actually spending their money with global beer giants.”
Some 40% of people surveyed thought Neck Oil (from Beavertown) was independent – higher than genuinely independent breweries such as Vocation, Fyne Ales and Five Points.
The research was commissioned as part of SIBA’s ‘Indie Beer’ campaign launch, which will be used on beer pump clips, cans and bottle labels to identify beers as being produced by a genuine UK independent brewery.
The campaign also includes a new ‘beer checker’ tool that allows people to check who owns the brewery they’re drinking from.
The campaign is open to all independent UK breweries and is supported by consumer and industry organisations representing the beer and pub sector including the Campaign for Real Ale (CAMRA), British Institute of Innkeeping (BII) and the Independent Family Brewers of Britain (IFBB).
Supporters of the Indie Beer campaign
SIBA CEO Andy Slee said: “There is more choice than ever when buying beer but it can be really hard to know what’s the real deal so we have launched the Indie Beer checker to make it really quick and simple for people to see whether the beer they’re buying is brewed by a genuine independent brewer or actually owned by a global beer giant.”
“Clearly identifying authentic and independent breweries will help consumers make the choices they want to ensure their money stays in their local area and continues to fund innovation and to build a stronger future for British beer.” Paul Jones, Cloudwater Brew Co
“We are so pleased to support this great campaign and it’s a great way of showing just who is actually independent.” Simon Webster, Thornbridge Brewery
“As an independent brewery, we're proud to be a part of SIBA’s Indie Beer Campaign, helping to highlight independent beer businesses across the UK.” Jo Farn, Attic Brew Co
“With the mix of brands all represented by the same large companies it's impossible for consumers to understand what is truly independent and this is a fantastic start to differentiate us.” Jonathan Radford, Windsor & Eton Brewery
“With the branding and marketing lines being increasingly blurred to present global brands as artisan products, looking out for the Indie Beer mark will be a simple but effective way to know you're buying from an independent business.” Andy Parker, Elusive Brewing
“As an independent brewery here in Wales, we believe in the importance of celebrating authentic, local beer.” Sarah Leigh Webber, Brain’s Brewery
“This movement celebrates the craft, creativity and commitment of brewers like us. Together, we highlight the quality and diversity we bring to the UK beer scene, ensuring the future of authentic, independent beer remains strong and accessible to all.” Harrie Kelly, Ossett Brewery
“This scheme doesn’t just help to celebrate the many amazing independent brewers crafting excellent beers across the country, it also helps consumers to understand more about the beers on offer, allowing them to make informed decisions that directly support local businesses and economies.” David Glenwright, Titanic Brewery
“Most beer drinkers in the UK are unaware that many of the mass-marketed craft beer brands are owned by one of the six global brewers. Yet, the majority of beer consumers also say that they want to buy beer from genuinely independent local breweries.” Ian Fozard, Rooster’s Brewing
