In recent years, the craft beer industry in the UK has seen significant changes, with independent brewers increasingly abandoning the ‘craft beer’ label.
This shift is driven by concerns that the term has been co-opted by larger global beer brands, leading to consumer confusion and a dilution of the craft beer identity.
Craft beer began as a movement focused on small-scale production, quality ingredients, and innovative brewing techniques.
It quickly gained popularity among consumers seeking alternatives to mass-produced beers, offering authenticity and a personal touch from independent brewers who experimented with flavours and styles.
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As the craft beer market grew, major global breweries started acquiring smaller craft breweries or launching their own ‘craft’ lines to capitalise on this trend.
This has blurred the lines between truly independent brewers and those backed by large corporations, making it difficult for consumers to identify genuinely independent brands.
The Shift Towards ‘Indie Beer”
In response, some UK independent brewers are distancing themselves from the ‘craft’ label, opting instead for terms like ‘indie beer’ to highlight their independence and commitment to quality.
In the report about the campaign, Andy Slee, SIBA Cheif Executive, said: “People want to support smaller independent businesses, but when buying these beers they’re actually spending their money with Global beer giants.”
“People want to support smaller independent businesses, but when buying these beers they’re actually spending their money with Global beer giants.”
This move aligns with a broader trend towards transparency and authenticity in consumer preferences.
The Society of Independent Brewers (SIBA) launched a new campaign, yesterday 22 October, ‘Indie Beer’ campaign to help consumers identify independent breweries.
This includes tools like a ‘beer checker’ and an ‘Indie Beer’ mark on labels to provide clarity for those wishing to support local brewers.
Consumers increasingly prefer authentic and transparent products, often choosing to support local businesses.
Independent brewers are emphasising their local roots and sustainable practices to stand out in a crowded market.
The decision by some UK brewers to drop the ‘craft beer’ label reflects broader trends towards authenticity and transparency.
Slee said: “There is more choice than ever when buying beer, but it can be really hard to know what’s the real deal – so we have launched the Indie Beer checker to make it really quick and simple for people to see whether the beer they’re buying is brewed by a genuine independent brewer or actually owned by a Global beer giant.
“You can also look for the Indie Beer logo when buying beer, which can only be used by genuine independents.”
As they continue to innovate, independent brewers remain dedicated to offering unique products that showcase their passion for brewing.
This evolution marks a new chapter for the industry, where independence and quality take precedence over labels.
