Large brewing companies are misleading consumers by presenting their products as “craft” and tied to particular regions, the British organization Camra said.
The Campaign for Real Ale called on the UK’s Competition and Markets Authority to examine the beer market and assess whether large producers are pushing small breweries out through anti-competitive practices.
Camra says multinational brewing companies have significant influence over the market. They either own pubs themselves or enter into commercial agreements that allow them to prioritize the promotion of their own products.
In its annual Beer in UK report, the organization said the position of independent breweries is worsening because of “misleading” wording that makes it harder for consumers to understand what product they are buying.
According to the report, seven of the 10 best-selling “craft” beers in the UK are produced by just four global brewing groups. Camra cites Beavertown, owned by Heineken; Camden Town and Goose Island, owned by ABInBev; Meantime, owned by Asahi; and Blue Moon, owned by Molson Coors, as examples.
Siba, the trade association for independent brewers, previously abandoned the term “craft” and began using the label “indie” beer. This came amid concerns that the word “craft” had lost its meaning after large companies began buying up successful small brands.
Camra also drew attention to beers promoted as foreign even though they are in fact produced in the UK. Among them is Madri, advertised as the “soul of Madrid” but with only a limited connection to the Spanish capital.
Madri was developed by the global brewing company Molson Coors, which owns Carling. The beer is produced in Tadcaster, Yorkshire.
“Ordinary consumers are getting less than they should when it comes to choice and quality in pubs,” said Camra chair Ash Corbett-Collins.
“Our report shows how global players are using the status quo to squeeze out independent brewers, harming ordinary pub owners and beer drinkers,” he said.
Camra is also calling on the CMA to examine the practices of large brewing companies, which the organization says prevent smaller competitors from gaining access to pubs.
“Andy Burnham recently said that ‘people should be able to look forward to an evening out.’ The best way to achieve that is to commission a full market investigation to get to the bottom of this situation and ensure fair conditions for pub owners, consumers, and the independent brewers they want to support,” Corbett-Collins said.
Asahi said it supports a “diverse and sustainable beer market” in which independent, regional, and international producers are represented and consumers can freely choose the beer they like.
“Information about ownership is clearly stated on the packaging of all our brands sold in the UK,” the company said.