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Discerning Drinkers: Consumers demand clarity on who is brewing their craft beer

New research published today shows the majority of beer drinkers want greater clarity over who is brewing the beer they drink, following an increase in the popularity of craft beer and a number of buyouts of independent craft breweries by global brewers.

The independent YouGov survey of more than 1,000 beer drinkers was commissioned by SIBA, the Society of Independent Brewers, as part of their campaign to inform consumers of which beers are brewed by their members as truly independent British craft brewers. The ‘Assured Independent British Craft Brewer’ initiative allows SIBA member brewers who are relatively small, fully independent, and brewing quality beer* to use an ‘Assured’ seal on their beer products and point of sale marketing material to help them stand out from beers from other brewers

The research showed a large majority (60%) of beer drinkers cared who brewed their beer and more than two-thirds (69%) thought it would be useful to see the logo on beer pump clips, bottles and cans, in order to identify the beer as being brewed by a truly independent craft brewer, rather than a Global beer company. More than half (54%) went even further and said that they would be more likely to drink a beer which carried the logo.

SIBA’s “Assured Independent British Craft Brewer” seal was introduced as a way for truly independent craft breweries to differentiate the beers they brew from mass-produced products and has been met with huge praise by brewers in the UK, many of whom will be displaying their wares at CAMRA’s Great British Beer Festival today.

The logo has been met with huge support from brewers, with SIBA’s membership growing 6% in the last 8 months and 50 new breweries signing up to the Trade Association.


Siba Journal Autumn 2017