The Society of Independent Brewers & Associates (SIBA) has recently launched their Indie Beer campaign to help consumers to identify independent breweries and producers.
As explained on The Morning Advertiser’s website, 75% of consumers don’t realise that international brewing conglomerates are marketing some of their brands as though they have been produced by independent craft breweries.
There is a reason why the major brewers are creating and marketing brands that are designed to appeal to the craft beer aficionados – as we have witnessed here at Hand Crafted Drinks Magazine, over the last few years the on-going demand for artisan and hand-crafted beers; the sector is booming according to some, now trading above pre-Covid levels.
Clearly, the multinationals don’t want leaving behind.
There are numerous examples of beer brands that are now owned by multinational companies that started out as independent producers.
Of course, as businesses and brands grow they are going to become attractive to producers who have a gap in their portfolio, especially for artisan and hand-crafted drinks.
But, where smaller producers are swallowed by multinational conglomerates, it would be more transparent if there was some form of sign-off on at least the pump clips indicating that the company has a new owner.
However, where there is no indication that an artisan producer has been purchased by a multinational company, it is understandable that a high proportion of consumers would have no idea that their favourite craft beer is no longer being brewed by an independent producer.
SIBA’s new campaign is helping consumers to identify independent producers. On Indie Beer’s new dedicated website, which has been launched by SIBA, there is an online brewery checker – where consumers can easily and quickly check the status of any brewery.
There is also now a new Indie Beer logo that will help consumers to identify products from independent breweries, which guarantees the authenticity of independently produced beers, lagers and stouts.
At Hand Crafted Drinks Magazine we support this campaign that should really help to boost the profile of a diverse range of producers within this dynamic sector of the UK economy.
For more information about SIBA visit their website
For more information about the Indie Beer campaign visit their website