Britain’s Beer Alliance has launched a new campaign called ‘Long Live The Local’
The new campaign’s mission is to celebrate the important role local pubs play in Britain’s community, culture and national identity. It will also call for a cut in the devastatingly high beer duty, which the Government has plans to increase further through RPI linked rises for at least the next three years.
The campaign, which has taken six months to develop, including extensive strategic and creative development driven by consumer research, will be supported by a £3 million investment each year for at least the next three years. It will comprise of striking nationwide posters, regional press advertising, a cinematic online film and extensive social and digital advertising, reaching almost 20 million pub goers and industry staff.
Publicans are encouraged to get involved in the campaign. There are over 15,000 free in-pub activation kits consisting of beer mats, tent cards and posters, which are available for publicans to inform their customers and staff about how great pubs are and how they need to be supported. There will be a range of social and digital assets available for publicans online too, allowing them to promote the campaign through their pub’s own website and social channels.
David Cunningham, Programme Director for ‘Long Live The Local‘, said:
“The punitive beer tax, in conjunction with the other tax pressures from VAT and increasing business rates, are without doubt the biggest challenges facing the pub and beer industry right now. Between 2008 and 2013, the industry experienced the devastating impact of a five year escalator policy on beer duty. In 5 years, we saw beer sales decline by 24% in pubs, 5000 pubs closed and 58,000 pub and brewing related jobs were lost. We need a cut in beer duty and in the current political and economic climate we recognise that this is not going to be easy to achieve. It will require a step change in approach from the whole industry, but we cannot allow beer tax to increase again.
“Our campaign will show the positive role that local pubs play in our lives and remind people that pubs play a vital role in villages, towns and cities across the country. They are great places where a wide variety of life’s events – big and small – are played out making them a unique part of modern British culture and identity. We will, however, also raise awareness of the jeopardy our local pubs face from an unprecedented range of tax pressures contributing to three local pubs a day closing their doors for good.
“This campaign is important and its success will not only help local pubs, but job security, the wellbeing of the economy and most importantly local communities across the country. I encourage everyone who enjoys pubs to get involved in the campaign and join the cause to say no to the planned increases in beer tax and help secure the future of your local.”
Britain’s Beer Alliance will expand the number of backers for the campaign beyond the 120 organisations that supported There’s A Beer For That, with a range of pubs already signing up to support the campaign. Publicans wanting to learn more about the ‘Long Live The Local Campaign’ and request campaign materials can visit www.longlivethelocal.pub, where they can also sign the petition and send a letter via email to their MP asking to cut the beer tax.