A campaign launching today aims to make it simpler for UK beer enthusiasts to spot and support beers from independent breweries across pubs, bars, and shops. The Society of Independent Brewers and Associates (SIBA), a non-profit organization that champions independent brewers in the UK, has launched this campaign in partnership with key consumer and industry organizations, including the Campaign for Real Ale (CAMRA), the British Institute of Innkeepers (Bii), and the Independent Family Brewers of Britain (IFBB).
More than 200 SIBA member breweries have already joined the campaign, adopting the Indie Beer mark on their packaging and pump clips, with many more set to participate in the coming months.
A recent YouGov study published today supports these concerns, finding that 75% of those surveyed believe consumers are misled when purchasing from once-independent breweries like Beavertown, Camden, and Fullers, now owned by global giants Heineken, Budweiser, and Asahi. Survey participants were shown images of five beers from brands that started as independent but are now owned by major corporations, including Beavertown Neck Oil (Heineken), Fullers London Pride (Asahi), Camden Hells (Budweiser), Brixton Reliance Pale Ale (Heineken), and Sharp’s Doombar (Molson Coors). When informed of the ownership of these brands, 75% of participants expressed concern about misleading practices, with an even higher 81% of beer drinkers feeling similarly.
"People want to support smaller, independent businesses, but often don’t realize their purchases are supporting global beer giants instead," SIBA CEO Andy Slee noted. Survey findings showed that a significant number of people mistakenly thought global-owned beers like Beavertown Neck Oil were produced by independent breweries, with 40% of respondents believing Neck Oil was independent—a misconception that surpassed genuinely independent brands like Vocation, Fyne Ales, and Five Points.
The research and campaign by SIBA aim to counter this confusion with the new ‘Indie Beer’ mark, an indicator to appear on pump clips, cans, and bottles to identify beer from genuine UK independent breweries. A dedicated ‘beer checker’ tool is also now available at indiebeer.uk, allowing consumers to verify the ownership of their chosen beers.
"There’s more choice than ever, but it can be challenging to know what’s genuinely independent," added Slee. “That’s why we’ve launched the Indie Beer checker to give consumers a quick, simple way to see whether the beer they’re buying is from a true independent brewer or owned by a global corporation. The Indie Beer logo is also there as a trusted marker for authentic independent breweries."
Among the supporters, Paul Jones of Cloudwater Brew Co remarked, "Independent businesses are the backbone of our local economies. Clear identification of independent breweries empowers consumers to choose products that keep their money within their community, fueling innovation and a robust future for British beer.” Other breweries across the UK echoed this sentiment. Simon Webster of Thornbridge Brewery, Jo Farn of Attic Brew Co, and Jonathan Radford of Windsor & Eton Brewery each emphasized the campaign’s importance in distinguishing truly independent breweries amid a market crowded with global brands masquerading as craft beer.
The Indie Beer mark, say its creators, offers a much-needed clarification for consumers in a marketplace where global corporations blur lines through marketing to present their brands as artisanal or independent. Andy Parker of Elusive Brewing stated, "With branding and marketing designed to make global brands look like local products, the Indie Beer mark will be a simple and effective guide for consumers who want to buy from an independent business."
The initiative is timely, as independent brewery production has now returned to pre-COVID volumes, with sales of cask beer in pubs rising impressively in double digits, according to figures from the SIBA, who are behind this new ‘Indie Beer’ campaign. Despite the robust demand for independent brews, SIBA notes that the primary challenge lies in securing market access and ensuring that beer lovers know they’re drinking genuine independent products.
"Support for independent, local brewers has never been stronger. In 2024 alone, independent brewing volumes have bounced back to where they were before the pandemic," explained Slee. Independent brewers collectively employ 10,000 people, manage over 2,000 pubs and bars, and pay millions in UK taxes. “They are a vital part of local communities, and it’s crucial that global beer corporations don’t overshadow the hard work of genuine independent brewers,” Slee emphasized.
CAMRA Chairman Ash Corbett-Collins voiced strong support for the campaign: “For over 50 years, CAMRA has supported quality cask beer and the local pub scene. This campaign helps pub-goers make informed choices at the bar while standing behind our cherished independent breweries.”
Breweries across the UK, including Brains Brewery, Ossett Brewery, Titanic Brewery, and Rooster’s Brewing, praised the campaign as a vital tool for empowering consumers and spotlighting the real independent brewers that contribute to the country’s beer diversity.
