The inaugural Indie Beer Week, which runs from April 11 to 20, has gained significant momentum, with the Society of Independent Brewers and Associates (SIBA) reporting that one-third of young people are already familiar with the campaign.
Research conducted by YouGov on behalf of SIBA reveals that 31% of Gen Z beer drinkers (aged 18-24) are aware of the Indie Beer initiative. The campaign is designed to promote beers from truly independent breweries and help consumers make informed decisions when purchasing beer in pubs, bars, or retailers.
Neil Walker, SIBA’s Head of Communications and Marketing and spokesperson for Indie Beer, shared with The Drinks Business that the response to both the campaign and the inaugural Indie Beer Week has been “phenomenal.” Walker continued, “This research demonstrates that the Indie Beer campaign is resonating with younger consumers, who are increasingly opting for quality beers from local, independent breweries. Our goal is to ensure that people are truly supporting independent beer and making informed choices.”
Walker expressed optimism over the campaign’s success with younger drinkers, noting, “Almost a quarter of 18-24-year-olds are now aware of the campaign—a remarkable achievement in such a short period. It may also indicate that although younger pub-goers are drinking less, they are drinking better.”
So far, more than 520 independent breweries have signed on to participate in the campaign, with events taking place across the UK, including beer festivals, tap takeovers, brewery tours, and new beer launches.
The Indie Beer Week has utilized social media and in-pub promotions, encouraging the use of a “brewery checker” tool. This online resource allows consumers to verify whether a brewery is genuinely independent or owned by a global beer corporation like Heineken, Budweiser, Asahi, or Molson Coors. Since its launch, the Indie Beer website has seen over 52,000 searches using the brewery checker, with more than 28,000 active users.
Walker emphasized the growing demand for independent beer but highlighted the importance of ensuring customers are not misled. “The challenge is to guarantee that customers are able to access truly independent beers, rather than ‘craft’ beers from global corporations,” he said.
The campaign gained significant traction following a YouGov survey in November 2024, which revealed that 75% of respondents believe consumers are misled when purchasing beer from breweries that were once independent but have since been acquired by global companies. The survey found that 81% of beer drinkers felt duped upon learning that brands like Beavertown, Camden, and Fullers were owned by multinational brewers such as Heineken, Budweiser, and Asahi.
In response, SIBA launched the Indie Beer campaign and Indie Beer Week, with support from key consumer and industry groups, including the Campaign for Real Ale (CAMRA), the British Institute of Innkeepers (BII), and the Independent Family Brewers of Britain (IFBB). To qualify for the Indie Beer campaign, a brewery must meet criteria such as being UK-owned, holding less than 1% market share, and remaining independent from larger brewing operations.
Despite challenges within the brewing sector, including recent closures due to cost pressures, the industry is rallying. A report in February revealed that the UK had 100 fewer breweries compared to the previous year, but the sector is showing resilience, bolstered by growing support from drinkers and hospitality venues alike.
Indie Beer Week is being promoted through the Indie Beer website and its social media channels. UK breweries, pubs, and beer venues can register to host events during the week free of charge.
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