Back in January, Imbibe broke the news that Britain’s Beer Alliance was making plans for a new initiative focused on combatting ever-increasing beer duty – and the time has come for the campaign’s big reveal.
Launching today, ‘Long Live the Local’ will draw attention to the role local pubs play in shaping British culture and raise awareness about the growing pressures of beer tax on the livelihood of these pubs.
According to the campaign, there are 900,000 people in the UK who depend on pubs for work, ultimately contributing £23b to the economy – but the beer tax threatens to decrease beer sales and increase pub closures.
‘In five years [between 2008 and 2013], we saw beer sales decline by 24% in pubs, 5,000 pubs closed and 58,000 pub and brewing related jobs were lost,’ explained David Cunningham, the campaign’s programme director.
‘We need a cut in beer duty and in the current political and economic climate we recognise that this is not going to be easy to achieve. It will require a step change in approach from the whole industry, but we cannot allow beer tax to increase again.’
Long Live the Local seeks to become the rallying cry for this change. The campaign will consist of extensive nationwide advertising and lobbying events backed by more than 120 organisations.
This element of activism builds on the British Beer Alliance’s There’s a Beer for That (TABFT) campaign, which centred around beer’s diversity and versatility, with an emphasis on food pairing.
Like TABFT, Long Live the Local encourages involvement from publicans. It offers in-pub activation kits to educate customers and staff about its mission, asks supporters to sign petitions demanding beer tax cuts and lays out how people can contact their MPs.
Visit www.longlivethelocal.pub to learn more.
Data provided by The British Beer & Pub Association.