Independent Breweries Win Over Consumers

Against the backdrop of record pub and brewery closures, the UK’s small and independent breweries have shown how acting nimbly and capitalising on local roots can win over consumers.

As the annual Indie Beer Week continues to celebrate the sector, the Society of Independent Brewers and Associates (SIBA) has published its annual report into the state of independent brewing.

It illustrates how breweries have expanded their local offering and are now selling more beer directly to drinkers. Around half of independent breweries now have a shop (51%) and 46% have a taproom on their brewery sites with a third (33%) selling beer through market stalls and events. To help manage this expansion, breweries say they intend to create over 780 jobs this year and more see investment in developing staff as a top priority.

This is in response to growing consumer interest with the latest SIBA/YouGov survey showing that eight out of 10 beer drinkers, along with 89% of 18-24 year olds, say it’s important to have a range of beers from small breweries on offer alongside global brands. And in positive momentum for the sector, the number of consumers that ever drink beer has clocked up to 50% in this year’s results, reversing the declines seen in previous years.

The majority of the beers made by independent breweries continues to be packaged into cask (58%) with pale ales, bitters and golden ales dominating the top three beer styles. While only nearly a quarter (27%) of beer consumers drink cask beer, the survey shows the best ways to engage with consumers. Four in ten would try cask beer if they were offered a free sample and 31% would try it if it was made locally. And to demonstrate the importance of advocacy, 43% of drinkers said they would try a new drink if it was recommended by a friend or family member.

Despite this evolving demand, the market remains restricted. While the new report shows that 82% of small breweries can sell some beer to local pubs they report being unable to sell on average to 62% of the pubs in their local area due to the dominance of the larger global brewers.

The report also shows that the independent sector remains fragile. Significant pressures – such as from the cost of living crisis, government regulation and taxation and overseas uncertainty – are combining and threatening to storm the sector. Almost half (49%) of breweries say that survival is their top priority and nearly a third (32%) expect turnover to fall this year. More than half (53%) of brewers sought no investment last year which saw 137 independent breweries close and one pub a day shutting its doors.

SIBA Chief Executive Andy Slee said: “There is no doubt that trade is tough and events are changing rapidly, but small independent breweries demonstrate what successful local community businesses can achieve if they have the right conditions. Small breweries are nimble and innovative and want to expand and grow. Consumer interest for their products is there, they just can’t always get their beers in front of them. Having their own taproom and shop is part of the solution and it’s great to see that more are doing so. But it’s also important to have the chance for local pubs to put them on the bar and access continues to be too restrictive for most small breweries.”

The Indie Beer Week continues until 19 April promoting independent beer, pubs and people with a series of events taking place in brewery taprooms, pubs and bars. More information can be found at IndieBeer.uk.

Report Highlights

• 50% of consumers in the UK ever drink beer, an increase of 3% on 47% last year. 38% of 18-24 year olds say they drink beer.
• 80% of beer drinkers, and 89% of 18-24 year olds, say it is important to have a range of small brewers’ beers on the bar alongside global brands.
• Mean average production volumes have fallen by 10% in 2025, but the median average grew by 14%. Overall UK beer sales were down 1.8% in 2025 and 8.4% down on 2019.
• 51% of breweries have an on-site shop, 46% have a taproom and 57% have a webshop.
• 30% of beer is sold directly to consumers and 33% sell through market stalls and events.
• Almost half (49%) of independent breweries say that survival is the top priority.
• Independent brewers report on average being unable to sell to 62% of the pubs in their local markets.
• 31% of the indie beer workforce is female including 21% of brewery owners. 31% of breweries say that staff development is a top priority with 18% having or working towards a qualification.
• 53% of brewers sought no financial investment last year and 25% of investment was sourced privately through loans from directors or individuals or using personal funds.
• Keg production decreased 5% to 19% of average production in 2025. However bottle production increased to 12% and cans to 11% and cask remained steady.
• Breweries report they expect to create 786 new jobs in 2026, a significant increase from the 557 reported last year.
• 69% of brewers said pale ale was in their top three most produced styles, followed by bitter (56%) and golden ales (42%).
• 41% of beer drinkers would try cask beer if they were offered a free sample and 31% would try if it was made locally.
• 43% of drinkers say they would try a new drink on the recommendation of a friend or family member.
• Only 8% of breweries do any export, a fall from 12% last year, representing only 0.5% of average beer production.
• 91% report that their relationship with their local community is important with breweries on average donating £3,567 to charities in 2025.