The new UK-wide Indie Beer campaign launching today aims to make it easier for consumers to identify beer from independent breweries in pubs, bars, and shops.

Thirty Six South East breweries have joined the over two hundred breweries Nationally who have launched the campaign, as demand for local beer rises across the UK.

Production volumes for independent breweries have now returned to pre-covid levels, with cask beer sold in pubs also in double digit growth, according to statistics from the Society of Independent Brewers and Associates (SIBA) who have launched the new ‘Indie Beer’ campaign. SIBA say the issue isn’t demand for independent beer, the issue is getting access to market and ensuring genuine independent beer is being sold to beer drinkers.
 
“Support for local independent brewers has never been stronger and in 2024 we’ve seen independent brewing volumes return to pre-covid levels. 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, said,” Andy Slee, SIBA Chief Executive.

New YouGov data published today found that 75% of people surveyed believe consumers are being misled when purchasing beer from once independent craft breweries, such as Beavertown, Camden, and Fullers that are now owned by Global beer giants Heineken, Budweiser and Asahi respectively.

People were shown images of five beers from once-independent breweries that have been bought-out by Global beer companies; Beavertown Neck Oil (Heineken), Fullers London Pride (Asahi), Camden Hells (Budweiser), Brixton Reliance Pale Ale (Heineken), and Sharp’s Doombar (Molson Coors). When informed that these breweries were actually owned by Global companies and not independent, 75% of people surveyed said they felt consumers were being misled, with the figure for the beer drinkers surveyed even higher at 81% who believe consumers are being misled.

“People want to support smaller independent businesses, but when buying these beers they’re actually spending their money with Global beer giants, added” Andy Slee, SIBA Chief Executive.

The results of the research also showed that consumers generally were more likely to think Global-owned brands were actually independent, with Beavertown Neck Oil the Global-owned brand people surveyed were most likely to think was produced by an independent craft brewery. 40% of people surveyed thought Neck Oil was independent – higher than genuinely independent breweries such as Vocation, Fyne Ales and Five Points.

The research was commissioned by the Society of Independent Brewers and Associates (SIBA) as part of the launch of their ‘Indie Beer’ mark, which 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.

“There is more choice than ever when buying beer, but it can be really hard to know what’s the real deal – so we have launched the Indie Beer checker to make it really quick and simple for people to see whether the beer they’re buying is brewed by a genuine independent brewer or actually owned by a Global beer giant. You can also look for the Indie Beer logo when buying beer, which can only be used by genuine independents,” said Andy Slee, SIBA Chief Executive.

SIBA are a not-for-profit trade association who campaign for the fair treatment and promotion of independent brewers and supplier businesses in the UK. More than three hundred of their member breweries have now actively enrolled in the campaign and will be adding the Indie Beer mark to their bottles, cans, and pub pumpclips, with hundreds more to join in coming months. Here’s just a handful of the breweries backing the campaign across the South East of England;

“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.” Andy Parker, Elusive Brewing

“Driven by concerns including the environment & health and turbo charged by constant revelations of how large corporations don’t always have the consumer’s best interests at heart, the desire to buy local, is growing. At the same time – as big corporations act big whilst trying to look small – It has never been harder to identify what is and what isn’t a genuinely independently made, local product. Having a recognisable and trusted stamp of authenticity to tell consumers what is Indie Beer, is great news for both independent brewers and consumers alike. Well done SIBA!” Mark Berry, Gun Brewery

“We at Hackney Church Brew Co are incredibly proud to stand alongside SIBA’s Indie Beer Campaign, championing true craft beer. Our passion is poured into every pint we brew, and it’s important to us that beer lovers can trust the authenticity of what they drink. With multinational companies imitating and buying out the craft beer movement, we are committed to making sure consumers can recognize and enjoy independent brews made with integrity and heart.” Jacob Hobbs, Hackney Church Brew Co

“We believe recognition of what is a truly independent product is critical to the ongoing viability of our sector. Large brands are en masse ‘craft washing’ their brands in an attempt to hoodwink consumers into thinking they’re drinking independently produced craft beer. As such we’re very much behind the Indie Beer mark and hope it’s taken up by enough brewers to gain mainstream recognition amongst our peers and most importantly: Recognised by our customers in pubs, bars and bottleshops. This is an exciting step in defence of our sector and Indie Rabble is hugely in favour of it!” Dave Hayward, Indie Rabble

“After 20 years of brewing craft beer in Kent, it is clear to us that following the purchase over the last 10 years of many craft breweries by global brewing giants, consumers are being misled. We must tell our loyal customers what is independent beer and what is not.  We support the Indie Beer campaign to inform consumers that what is in their glass has been crafted with loving care and attention by an independent brewer.” Robert Wicks, Westerham 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.” Jonathan Radford, Windsor & Eton Brewery

“It’s crucial for consumers to know where their beer comes from. As an independent brewery, we have complete control over the brewing process and the source of our ingredients. This allows us to support local farmers and businesses, ensuring that our beer is crafted with the highest quality ingredients and delivered to our customers with exceptional taste.” Marco Fortis, Longman Brewery

“Pinnora Brewing is proud to support the Indie Beer campaign. We believe this initiative will highlight the exceptional quality of independent breweries and inspire consumers to seek out their unique creations. We invite consumers to look for the Indie Beer mark as a symbol of authenticity and craftsmanship in every bottle, can, and on draught!” Gawain Cox, Pinnora Brewing

“As an independent brewer we are proud to be a part of a campaign that celebrates the amazing products and brands that we are all passionately creating.” Mark Harris, Stay Wild Brewing

“We are very pleased to support this great initiative to highlight the truly independent brewers making top quality beers.” Andrew Hayward, Thames Side Brewery

“A super way to bring together fantastic producers and customers in the local community!” Becky Taylor-Keen, Nirvana Brewery

“It is great news that SIBA have recognised the need to provide truly independent breweries a means to promote awareness of their authenticity and align to common standards to a high quality craft and cask beer. Titsey Brewing Co will be actively aligning to the SIBA campaign to further promote true Indie Beer.” Elderon Bartholomew, Titsey Brewing

The campaign is open to all independent UK breweries and is supported by consumer and industry organisations representing the beer and pub sector, including; Campaign for Real Ale (CAMRA), British Institute of Innkeepers (Bii), and the Independent Family Brewers of Britain (IFBB).