The UK’s once-thriving independent craft beer scene is in the midst of an identity crisis. Many beloved “craft” brands that helped spur an artisanal brewing revolution have quietly been gobbled up by global beer behemoths, leaving unsuspecting drinkers in the dark about the true origins of their favorite pints.
A groundbreaking new survey commissioned by the Society of Independent Brewers and Associates (Siba) reveals the startling extent of this craft beer misconception. When asked to identify whether popular brands were made by “independent craft breweries,” a whopping 40% of respondents mistakenly believed Neck Oil, now brewed by Heineken-owned Beavertown, was still an indie product.
Shockingly, this percentage was even higher than for genuinely independent breweries like Vocation, Fyne Ales and Five Points. Over three-quarters of those surveyed felt deceived upon learning that former craft darlings like Beavertown, Camden, and Fullers are now churning out pints for multinational conglomerates Heineken, Anheuser-Busch InBev and Asahi respectively.
The Corporate Co-opting of Craft Beer
The findings underscore growing worries about the dilution of the UK’s highly-prized reputation for authentic, small-batch craft brewing. This once-grassroots industry exploded after the introduction of tax relief for small brewers, igniting a so-called “craft beer revolution” built on a foundation of innovation, creativity, and local entrepreneurship.
However, this artisanal renaissance soon caught the attention – and deep pockets – of global beer giants. Eager to capitalize on shifting consumer tastes and premium pricing, multinationals embarked on a craft brewery buying spree, snatching up beloved indie brands to instantly boost their craft cred.
“For lots of breweries across the UK, ‘independent’ has become a lot more valuable and relevant to what they do than ‘craft’ – the meaning of which has been blurred by macro-ownership of craft beer brands.”
– Andy Slee, Siba Chief Executive
Many of these acquired brands continue to be marketed as “craft beers” in pubs and bars, which are often owned by or have lucrative ties to the same global brewing corporations – leaving drinkers none the wiser about the ales’ actual origins.
The Rise of the “Indie Beer” Movement
In a bold counterstrike, Siba is launching a new “indie beer” campaign to help drinkers distinguish between genuine small-scale artisanal beers and mass-produced corporate imposters. According to Siba chief Andy Slee, independence has eclipsed “craft” as the trait British brewers and beer lovers value most.
The indie beer push aims to unite and champion the shared values of Britain’s diverse community of over 1,800 small independent breweries, 80% of which produce less than 5,000 hectoliters per year.
“[Independent brewers] 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.”
– Andy Slee
To qualify as an “indie beer,” breweries must be UK-based, fully independent (not owned by another brewer), and account for less than 1% of total British beer production. The campaign will arm drinkers with an official “indie beer” seal on pump clips, cans and bottles, along with a website to verify the indie status of their chosen brew.
Bridging the Cask-Craft Divide
Interestingly, the indie beer movement has also garnered support from the Campaign for Real Ale (Camra), signaling a rare rapprochement between traditional cask ale devotees and contemporary craft beer enthusiasts. Cask ale proponents have long viewed “craft beer,” generally dispensed from kegs, as something entirely separate from their beloved hand-pumped brews.
However, faced with a common threat from profit-hungry multinationals, it appears Britain’s fiercely independent cask and craft tribes may be finding some common ground at last. In the battle to preserve the integrity, diversity and innovative spirit of the nation’s brewing heritage, the enemy of an enemy can indeed become a friend.
Power to the Indies
As global beer barons continue to blur the lines between authentic artisanal brewing and soulless corporate cash grabs, Britain’s indie beer movement offers a defiant and necessary defense of transparency, local character, and brewing with heart and purpose, not just an eye for profits.
The next time you belly up to the bar for a lovingly-crafted indie pint, raise a toast to the hardworking, independently-owned breweries striving to preserve the proud legacy of British brewing – corporate copycats be damned. In a world where “craft” has been co-opted, “indie” is the new badge of brewing honor, passion and community spirit. Seek it out, support it, and savor it – while you still can.
