A new campaign in the UK, launched by the Society of Independent Brewers and Associates (SIBA), includes a “brewery checker” tool to find out if a brewery is independently owned or owned by a “global company.”
SIBA is a not-for-profit trade association representing professional independent breweries, brewery supplier companies and amateur brewers across the UK.
Like the Brewers Association’s “independent craft brewery” seal, the SIBA campaign will use a logo to represent independently owned breweries. So far, over 200 of SIBA’s member breweries have enrolled in the campaign and will be using the Indie Beer mark to their bottles, cans, and tap handles. Many more are expected to join in coming months.
The campaign, called indiebeer.com is supported by Campaign for Real Ale (CAMRA), British Institute of Innkeepers (Bii), and the Independent Family Brewers of Britain (IFBB).
A stand-alone web page allows consumers to type in the name of a brewery with the results coming back instantly. It is intended for consumers to use at point-of-purchase as they make their buying decision at both on-premise and off-premise locations.
“Choose independent beer for a great tasting pint and much more choice of styles and flavors than you get with global mass-produced beers,” says the web site. “Importantly, you’ll be supporting local business, protecting local pubs, and making a more sustainable choice too.”
The site does not include information of what the organization defines as independently owned.