A campaign launching today aims to make it easier for drinkers to identify beer from independent brewers in pubs, bars, and shops as demand for local beer rises across the UK.
The Indie Beer campaign has been launched by the Society of Independent Brewers and Associates (SIBA). The organisation has identified that the issue it’s addressing isn’t demand for independent beer, it’s getting access to market and ensuring genuine independent beer is being sold to drinkers.
“Support for local independent brewers has never been stronger, and in 2024 we’ve seen independent brewing volumes return to pre-Covid levels,” said SIBA chief executive Andy Slee.
“Between them, independent brewers employ 10,000 people, run over 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.”
New YouGov data finds that 75% of people surveyed believe consumers are being misled when purchasing beer from once independent breweries, such as Beavertown, Camden, and Fullers, which are now owned by global beer giants Heineken, Budweiser, and Asahi respectively.
The research also showed that consumers generally were more likely to think global-owned brands were actually independent, with Beavertown Neck Oil the brand people surveyed were most likely to think was produced by an independent craft brewery.
SIBA’s ‘Indie Beer’ mark will be used on beer pumpclips, 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 via indiebeer.uk which allows people to check who owns the brewery they’re drinking from.
Ash Corbett-Collins, chairman of the Campaign for Real Ale, said: “CAMRA has campaigned for more than 50 years for quality cask beer and thriving pubs in every community. This excellent campaign will help pub-goers make more informed choices at the bar, while supporting our much-loved independent breweries.
“We strongly believe it is vital people know the background to their beer; where it has come from, who has produced it. And this is an incredibly effective way for people to find out more, while giving much-needed support to local businesses and breweries, while protecting our pubs.”
What the brewers say
Paul Jones, Cloudwater Brew Co
“Cloudwater Brew Co is delighted to support SIBA’s Indie Beer campaign. Independent businesses are the lifeblood of thriving local economies. 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.”
Simon Webster, Thornbridge Brewery
“We are so pleased to support this great campaign, and it’s a great way of showing just who is actually independent.”
Jo Farn, Attic Beer Co
“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.”
Jonathan Radford, Windsor & Eton Brewery
“It’s great to have a symbol of independence to represent our part of the sector to consumers. 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.”
Andy Parker, Elusive Brewing
“Indie Beer is a great initiative to help inform consumers which brands are independently owned. 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.”
Sarah Leigh Webber, Brains Brewery
“Brains is proud to support the Indie Beer campaign, championing independent breweries and beer businesses across the UK. As an independent brewery here in Wales, we believe in the importance of celebrating authentic, local beer.”
Harrie Kelly, Ossett Brewery
“As a proudly independent brewery with deep roots in our community, we’re thrilled to join the Indie Beer campaign. 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.”
David Glenwright, Titanic Brewery
“Now more than ever, consumers are quite rightly keen to know more about where the food and drink they consume comes from. 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.”
Ian Fozard, Rooster’s Brewing
“Research shows that most beer drinkers in the UK are unaware that many of the mass-marketed craft beer brands are, in fact, 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. This hard-hitting campaign is designed to redress the balance and help our local independent breweries fight back. I’m proud to support it.”
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