SIBA REPORT
SIBA REPORT CONTENTS
3 A Message from SIBA’s MD 4 Brewers in the Community meets Beer Day Britain 5 Breweries Love Local! 6 Cullercoats Brewery: Raised £30,000 for RNLI 7 Norfolk Brewhouse: It’s On the Ball 7 The Unity Brew House: The BFG (Beer, Food and Gifts) Festival 8 Loyalty opportunity 9 Charity Champions 10 Abbeydale: Annual charity beer 10 Farr Brew: Chief Jester 11 Moor Beer Co: Hardcore Hits Cancer 11 Cheshire Brewhouse: Money for Michelle 12 On Tap! 13 Lymestone Brewery: Charity on tour 13 Wood’s Brewery: Over £50,000 raised in 15 years 13 Bluestone Brewing Co: £4,400 raised for local toddler 14 Black Tor Brewery: Celebrating the 25th anniversary of Devon Air Ambulance 14 Creating local jobs 15 Brewer Apprenticeship Trailblazer 15 True North Brew Co and Thornbridge: Half Pint Marathon 16 Want to get involved? 16 Why not get your MP on board? 16 How to find your local SIBA brewery
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SIBA REPORT 2017 - BREWERS IN THE COMMUNITY
A MESSAGE FROM SIBA’S MD
Welcome to SIBA’s first ‘Brewers in the Community’ report, which highlights, promotes and celebrates the incredible work our members do within their local communities. We recently launched SIBA’s ‘Four Pillar’ plan to overcome the challenges our 850+ independent craft brewers are facing. One of the core Pillars is to promote our members’ beers and from this, the ‘Brewers in the Community’ initiative was born. Britain’s small brewers are now a common feature of communities across Britain and are just as much a part of the local social and economic fabric of the communities they serve as pubs - creating jobs, supporting local charities and providing a place for the community to come together in the brewery tap. In total, the beer and pub sector is responsible for creating a staggering 900,000* jobs in the UK. But even more pertinently to SIBA, one single job in brewing creates one in agriculture, one in the supply chain, one in general retail and 18 jobs in the pub sector*. So other sectors benefit and thrive as our members’ businesses grow, and our SIBA Supplier Partners – ingredient manufacturers, equipment suppliers, cask and warehousing suppliers, the list goes on - are true testament to this strong and positive two-way relationship.
While SIBA will always promote drinking craft-brewed beer in community pubs, unfortunately we have seen 10,000 pubs close in the last 15 years and many of these are rural community pubs. The brewery tap room can fill a void for a community to socialise in where the last village pub has sadly closed. Our members, through their tap rooms, allow communities to come together, enjoy locally-brewed beers and socialise with friends and neighbours. Many have led fund-raising campaigns and regularly raising £1,000s for local causes, and you can read about just a few of their achievements in the pages of this report. In this report we have used data collected as part of SIBA’s annual members’ survey as well as case studies from members around the country to give a flavour of the work they do locally. This is indeed something worth championing, and yet another reason why buying beer from your local independent British craft brewer is a way of supporting your community’s future.
Mike MIKE BENNER, MD, SIBA
* Figures taken from the BBPA ‘The Beer Story’ report 2016
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BREWERS IN THE COMMUNITYmeets BEER DAY BRITAIN The SIBA Brewers in the Community initiative is launching in partnership with the annual Beer Day Britain celebrations, which this year run from June 15th until June 18th. The event was launched by award-winning beer writer
Jane Peyton to celebrate the heritage of Britain’s national drink.
SIBA members have been supporting the initiative since its launch and this year breweries across the country are throwing open their doors to the public for special Brewers in the Community open days as well as holding tastings, running tours, brewing celebratory ales and hosting parties and events for their local communities. To view these brewery open days please visit www.siba.co.uk/ brewersinthecommunity
June 15th until June 18th THANK YOU TO SIBA AND ITS MEMBERS FOR HELPING TO ESTABLISH ‘BEER DAY BRITAIN’ IN THE ANNUAL CALENDAR OF NATIONAL DAYS. BEER IS BRITAIN’S NATIONAL ALCOHOLIC DRINK AND ‘BREWERS IN THE COMMUNITY’ IS A BRILLIANT INITIATIVE TO SHOWCASE WHAT A POSITIVE IMPACT BREWERIES MAKE TO SOCIETY AND THE ECONOMY. IT IS ALSO A CHANCE FOR BREWERS TO ENLIGHTEN THE LOCALS ABOUT HOW THEY PRODUCE THOSE WONDERFUL BEERS THAT CONTRIBUTE SO MUCH TO THE GAIETY OF THE NATION! Jane Peyton, Founder, Beer Day Britain
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SIBA REPORT 2017 - BREWERS IN THE COMMUNITY
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Brewers have become as important to the local communities they serve as pubs have traditionally been, offering a brewery tap for locals to gather in, and in many cases taking the place of struggling pubs, being at the heart of their community with charity fundraising and support. The 2017 SIBA Members’ Survey asked members about the importance of this relationship they have with their local community. Of the 315 who responded to the survey, an overwhelming 84% rated their relationship with their local community as being ‘important’ or ‘extremely important’ to their business, with only a tiny 2% saying their community was ‘not important’ to them at all. This is a clear indication of how embedded in their local communities SIBA brewing members are, not just when it comes to local customers but also using other local businesses, employing local people, supporting local initiatives and bringing paying visitors in to the community too. How important to your business is its relationship with the local community
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case study
CULLERCOATS BREWERY: RAISED £30,000 FOR RNLI Five-year-old Cullercoats Brewery in Tyne & Wear has been raising money for the RNLI, the lifeboat charity, by donating 3p of every pint of beer they sell. And their total has hit the £30,000 mark – that’s a million pints! Cullercoats Brewery has firmly planted itself in the local community, supplying predominantly local pubs and using, wherever possible, local suppliers and businesses. The beer names all draw on the local history of Cullercoats and the lifeboats, with stories of shipwrecks and bravery. Owner and brewer Bill Scantlebury said: “We’re proud to have reached the £30,000 milestone, it’s been a lot of hard work but very satisfying. We hope our fundraising achievement helps to highlight the benefits of corporate giving through permanent charitable donations. Our aim for the future, as well as raising even more money for RNLI, is to be a firm favourite for local drinkers, and publicans. We value our strong community ties and work hard to promote other local businesses and community events.”
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SIBA REPORT 2017 - BREWERS IN THE COMMUNITY
NORFOLK BREWHOUSE: IT’S ON THE BALL The team at Norfolk Brewhouse, based in Fakenham, got almost 80 local pubs involved in a campaign to raise awareness of testicular cancer among male pubgoers and beer drinkers in partnership with a charity called It’s On The Ball. The brewery produced a special ale for the charity called Tobi’s Tipple (TOBI being an anagram of the charity’s initials IOTB) and encouraged its stockists to run events, put up posters and use point of sale encouraging men to check for the signs of cancer. The month-long event, which coincided with the
case study
January lull for most pubs so was also a chance to help boost trade, was so successful that the Norfolk Brewhouse is continuing the partnership with a bottled version of the ale. Thanks to Norfolk Brewhouse’s efforts more people in Norfolk now know about It’s On The Ball and the importance of gents checking themselves regularly for cancer.
THE UNITY BREW HOUSE: THE BFG case (BEER, FOOD AND GIFTS) FESTIVAL study Worcestershire brewery Unity Brew House launched the first ever Suckley BFG Festival (Beer, Food and Gifts) which took place in and around Suckley Church in September 2016 and raised over £400 which was shared between St Richard's Hospice and a local community charity. The second, bigger and better BFG Festival is planned for 23rd September this year!
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LOYALTY OPPORTUNITY
Interestingly, while members obviously value their community, and many support local causes and provide community facilities through their brewery sites and tap rooms, there are always opportunities to build on this relationship. The survey found that only 17% of respondents currently have a loyalty scheme in place – which seems low given the emphasis they place on community and therefore regular customers. Of the schemes that are running already, over 44% were aimed mostly at local residents, but almost 52% were open to everyone so didn’t especially reward the community. Loyalty programmes are proven to increase the frequency of visits and number of purchases made by customers. Certainly there is an opportunity for brewers who are very active in their communities but don’t currently operate a loyalty scheme to offer local customers rewards for their loyalty – and at the same time encourage more regular visits. Loyalty schemes can also be an excellent way of collecting local customer data to use for marketing and promotions.
17%
Does your brewery run a customer loyalty scheme for customers?
OF RESPONDENTS CURRENTLY HAVE A LOYALTY SCHEME IN PLACE
17% YES
If you do run a loyalty scheme, what type of customers is it designed for? Local residents only
NO
3.8%
83% No difference
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51.9%
44.2%
Mostly local residents
SIBA REPORT 2017 - BREWERS IN THE COMMUNITY
CHAMPIONS Charity fundraising and good causes put brewers truly at the heart of their communities and SIBA members are proud to support thousands of charities across the country. Our survey found, unsurprisingly, that almost half (48.6%) had supported between two and five charities in the last year, while more than a fifth of respondents (21.3%) had supported more than five different good causes in the last 12 months alone. Our survey also found that brewers’ support for charities went beyond simply donating money and so the true scale of the support they offer goes beyond the cash they raise. Many offer charities free space within their brewery and tap room, some help organise charity events and provide free beer, some promote the charity through their supply chain to broaden its reach. The value of this practical support cannot be underestimated. And of course many breweries also donate directly to charities themselves, some by giving a regular donation from each beer sold.
How many charities have you supported over the last 12 months?
48.6%
48.57%
50% 40% 30% 20%
21.27%
16.51%
HAD SUPPORTED BETWEEN TWO AND FIVE CHARITIES IN THE LAST YEAR
13.65%
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ABBEYDALE: ANNUAL CHARITY BEER Each year the team at Sheffield’s Abbeydale Brewery chooses a different local charity to work with. They brew a full batch of beer in conjunction with the charity and 10p from every pint sold goes straight to the cause. They always have the first pour of the special charity beer at Sunfest, the brewery’s annual beer festival held at one of the brewery’s pubs, the Rising Sun. In 2016 Abbeydale worked with Seven Hills Women’s Institute, who were themselves raising money for Light Sheffield, a charity which benefits local mums with postnatal mental health issues. Members of the WI group joined in with the brew day, including zesting 100 lemons by hand, to create Not Just Jam – a 4.1% lemon and Earl Grey pale ale. Beer sales raised over £1,000, with over £500 more raised on the WI’s cake stall during the beer festival. Both of Abbeydale’s pubs, the Rising Sun and the Devonshire Cat, frequently hold tasting evenings with special menus to raise money for other local charities including Cavendish Cancer Care and Rain Rescue. The brewery also enjoys creating collaboration brews with businesses in the local community, including the very popular Birdhouse Tea Beer!
case study
WI’s cake stall during the beer festival
What type of collaboration/ involvement does your brewery have with these organisations?
Donated money from beer sold
They organise events at the brewery for free
11.1% 31.8% 41.6% 15.5%
We help them raise funds across our network
We provide them with beer/ merchandise for free
FARR BREW: CHIEF JESTER
case study
Community and the environment have always been the driving forces when developing and growing SIBA member brewery Farr Brew, based in Hertfordshire. The brewery has in the past year supported schools, local community projects and charities wherever possible. Most recently it partnered with the local Rennie Grove Hospice as a result of the death of a very close friend of the brewery (Joe ‘Chief’ Paul). He was known to always go the extra mile in working for local charities and caring for those near and dear to him. Farr Brew wanted to continue his work supporting local hospices and celebrate his good name. So they launched the beer ‘Chief Jester’, a new addition to their core beer range created using a strain of hops called ‘jester’. Farr Brew will be donating 10% of all profits made from sales of ‘Chief Jester’ to the Rennie Grove Hospice in honour of Joe and the pump clip and branding has been designed to celebrate his interests and passions.
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SIBA REPORT 2017 - BREWERS IN THE COMMUNITY
MOOR BEER CO: case HARDCORE HITS study CANCER Moor Beer Co in Bristol has raised funds in partnership with an organisation called Hardcore Hits Cancer. The brewery brews a beer called PMA and is committed to donating a portion of the proceeds to cancer charities. Moor Beer Co donated £2,100 to the Bristol University Cancer Research Fund and will be donating more in the future.
CHESHIRE BREWHOUSE: MONEY FOR MICHELLE case
Congleton-based brewery the Cheshire Brewhouse is currently helping the Beartown Bikers to raise Money for Michelle - a local firefighter’s wife, so she can go to Germany for immunotherapy to help fight her cancer. So far the brewery has donated 400 bottles of American pale ale and is asking for a £3 donation to the charity in return for a bottle. They are aiming to raise at least £1,200 for the local cause.
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ON tap!
A quarter of the brewers in our survey have a tap bar and almost 40% have a shop so local sales to the community are clearly a key part of their businesses, and a further 11% had a visitor centre. A quite surprising 27% say they had none of these on-site sales facilities though, although many brewers use an existing local pub as their unofficial tap bar until the business can afford these kinds of investments so even these brewers are still likely to be making substantial local sales. For those that have taken the leap and invested in a tap, shop or visitor centre, it looks to be good for their business, with over 30% of respondents reporting this local facility now accounted for over a quarter of their trade.
Does your brewery have any of the following on site?
50%
37%
40%
25%
30%
27% 21.5%
20%
11%
11.9%
9%
10%
8.4%
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SIBA REPORT 2017 - BREWERS IN THE COMMUNITY
LYMESTONE case study BREWERY: CHARITY ON TOUR
WOOD’S BREWERY: OVER £50,000 RAISED IN 15 YEARS
Lymestone Brewery in Staffordshire uses its £15 a head brewery tour price as a fundraiser by giving a third of it - £5 of every ticket sold – to good causes. The brewery also recently supported the local UHNM charity team at a beer festival held on site where they raised £2,600 for the paediatric ICU.
Sales of Red Rescue Red IPA, brewery tours, sales of spent hops and a quiz night have all helped Wood’s Brewery in Shropshire raise £3,000 this year for the Midlands Air Ambulance – to add to the total of £14,000 they have already raised previously! The brewery also sponsors the village vintage bike show which raises about £7,000 for the local primary school each year (Wood’s has been doing that for 25 years!) and sponsors the local cycle sportive that raises money for the Village Hall (£2,000 last year). Wood’s Brewery is estimated to have raised over £50,000 in last the 15 years for local charities and organisations.
BLUESTONE BREWING CO: £4,400 RAISED FOR LOCAL TODDLER
case study
case study
Pembrokeshire brewer Bluestone hosts an annual choir competition with six local choirs competing for the top prize. Last year this event raised £1,100 for the Air Ambulance and Cancer Research. Bluestone also held a big fundraising night after finding out a 2-year-old neighbour of the brewery had been diagnosed with cancer last year. The event raised £4,400 towards her treatment. The brewery also acts as a collection point on behalf of the Anaya Aid Syrian Aid Appeal within the local community and regularly uses the brewery van to transport donations to the central depot.
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case BLACK TOR BREWERY: CELEBRATING THE 25TH study ANNIVERSARY OF DEVON AIR AMBULANCE Black Tor Brewery, based in Christow, Dartmoor National Park, has launched a special new beer to celebrate 25 years service of the Devon Air Ambulance and raise money for the charity by donating 10p for every pint or bottle sold. Down Draught will be available in pubs across Devon until November as well as in bottles at farm shops, hotels, restaurants and off-licences. Jonathon Crump, Director of Black Tor Brewery, said: “I am very excited and proud to be involved with the 25th anniversary celebrations of Devon Air Ambulance, and hope that Down Draught is well supported by local pubs and enjoyed by real ale drinkers to raise funds for such an important and essential local charity.”
CREATING LOCAL JOBS Breweries are hugely important local employers, with more than one in three brewery workers living in the same town or village as the brewery, and the majority (66%) of employees living within five miles. Importantly, the vast majority of independent breweries are planning to expand their workforce over the next twelve months. This can be seen in the below chart, with more than one in three breweries planning to recruit two or more new employees, and 7% planning to recruit four or more new employees. This means that overall, 71% of independent craft breweries in the UK are planning to recruit at least one new employee in the next year, a sure sign of the health of the industry and it’s contribution to creating jobs. This follows on from years of continued growth within the sector, with analysis showing an average workforce increase of 35% for full-time staff and 56% for parttime staff in independent breweries between 2012 and 2016. When looking at brewers’ recruitment plans and this past data it can be estimated that around 980 new jobs will be created next year by SIBA members, highlighting the importance to local jobs of this still-growing industry.
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Brewery location Living in same town/village
36.0%
30.6%
Living within 5 miles
33.4%
Living further than 5 miles
Workforce categorised by age bands and place of living.
17.2%
16-24 yo
10.7%
25-34 yo 35-44 yo
21.3%
45-54 yo
28.5%
55 yo and older
22.3% 6 (2%) 16 (5%) Recruitment plans of surveyed breweries for the next 12 months
93 (29%)
96 (31%)
105 (33%)
No plan of recruiting Plan to recruit at least one new employee Planning to recruit two or three new employees Planning to recruit four or five new employees Planning to recruit more than five new employees
SIBA REPORT 2017 - BREWERS IN THE COMMUNITY
BREWER APPRENTICESHIP TRAILBLAZER The first Brewer Apprenticeship Trailblazer meeting was held in March hosted and chaired by London brewer Brewhouse & Kitchen. The meeting brought brewers, trainers and professional bodies together to agree on the first steps needed to create a crossindustry set of standards for a new Brewer Apprenticeship Scheme. Brewers both large and small were represented including Fullers, London Brewing Company, Castlerock, 40ft Brewery, Hepworths, Thwaites, Wimbledon Brewery, Ignition Brewery, Innis and Gunn and Big Hug Brewing. Joining them were representatives from SIBA and the BBPA, the Institute of Brewing and Distilling and a number of colleges and training providers. Hayley Connor, People and Development Manager at Brewhouse & Kitchen, said: “We have a significant need to internally grow our own brewers to keep pace with the development of B&K, and with the new apprenticeship framework, which puts industry front and centre in setting the standards, we have a great opportunity to work with our peers large and small to create the programme, underpinned by a formal apprenticeship qualification. This October we plan to take on five new learners to trial the content of the developing standards over a 12 month period.”
TRUE NORTH BREW CO case study AND THORNBRIDGE: HALF PINT MARATHON Sheffield’s True North Brew Co. and Thornbridge, from Bakewell in Derbyshire, teamed up to deliver Half Pint Marathon in order to raise money for Mind Sheffield and the Sheffield Helipad Appeal. The event ran for the whole of May last year and encouraged people to visit 13 pubs across Sheffield and collect a sticker every time they bought a half of the specially brewed beer - Stitch - at each venue. Anyone who completed the card could then enter it into a prize draw to win prizes such as brewery tours, tasting sessions and beer. It also allowed them to buy a Half Pint Marathon t-shirt for a reduced price. £7,582 was raised altogether from the beer and the t-shirts.
2 CHARITIES RAISE A GLASS TO FUNDRAISIN PROFITS FROM EVERY PINT WE SELL OF OUR LIMITED EDITION CHARITY BEER STITCH WILL GO TO MIND SHEFFIELD AND THE SHEFFIELD HELIPAD APPEAL
G!
13 VEN UES RUNNING THROUGH ALL OF MAY! FOLLOW US ONLINE OR GET INVOLVED
WITH THE #SHEFFHALFPIN T HASHTAG & BE SURE TO COLLECT YOUR LOYALTY CARD TO TICK OFF ALL 13 VENUES & ENTER INTO OUR PRIZE DRAW
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WANT TO GET INVOLVED?
The SIBA team would love to hear more about how brewers are supporting their communities so we can shout about it through the Brewers in the Community initiative. Please email tony.jerome@siba. co.uk with details of any events, charity initiatives or community projects you are supporting and we will do the rest!
WHY NOT GET YOUR MP ON BOARD?
Following the election on June 8th why not invite your local MP down to try some of your quality beer? We would encourage all brewers to invite their MP to their brewery to toast their success or perhaps even brew a beer! We would also encourage MPs to contact their local breweries to raise a glass of independently brewed British beer - this can be great profile for both the MP and the local brewery. Find contact details for your local MP here: www.parliament.uk/get-involved/contact-your-mp
HOW TO FIND YOUR LOCAL SIBA BREWERY
SIBA represents 850 independent British breweries. To find your local brewery please visit www.siba.co.uk/directory/brewery-finder