The INDIE BEER campaign, launched by the Society of Independent Brewers and Associates (SIBA), is designed to help drinkers know who really brews their beer. Research commissioned by SIBA found that three-quarters of people feel the marketing of previously independent brands that are now in the ownership of global brewers is misleading. To address this, the campaign offers a simple brewery checker tool and an ‘assured’ mark that independent brewers can display with pride.
CAMRA Chairman, Ash Corbett-Collins, said: “Independent breweries are the lifeblood of our beer culture, bringing flavour, variety and character to pubs and communities across the UK. That’s why CAMRA is thrilled to strengthen our support of SIBA’s INDIE BEER campaign.
“Unfortunately, global brewers often market their own brands as if they were independent. They limit market access for independents, cutting consumer choice, and that’s why this campaign matters. It is vital that consumers have access to information about where their beer is being brewed, and whether it’s in independent ownership.
“Next time you’re at the bar, look out for the logo and enjoy discovering something truly independent.”
Information about the INDIE BEER mark, including SIBA’s brewery checker can be found here: indiebeer.uk
