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If anyone needs a big drink and a knees-up right now, it’s the brewing industry. Sure, off-trade beer & cider sales have spiked by £1.2bn (36.5%) and the supers have shifted an extra 514.7 million (32.1%) litres [Kantar 52 w/e 21 February 2021]. But that’s a mere sip when compared with the damage Covid has inflicted on pub beer sales, which plunged 56% and cost publicans £7.8bn [BBPA].
For brewers, it’s been the perfect storm. The collapse of the pub trade was followed by a spike in packaging material prices, as brewers scrabbled to pour beer originally destined for hospitality into new retail packs. Even BrewDog, the craft beer pioneer that had grown into a global empire with an estimated value of £1.5bn after being set up by two friends in 2007, was suddenly facing ruin.
A campaign is being launched calling on drinkers to support local independent brewers when pubs reopen next week.
Around five million pints of cask beer are estimated to have been poured away because of the coronavirus crisis, with the brewers who made it left to foot the bill.
Sales of hand-pulled cask beer, which can only be sold in pubs, have been hit hard by Covid restrictions, with sales down 70% over the last year.
The Cask Is Back, So Back Cask campaign is backed by the Society of Independent Brewers (SIBA), the Campaign for Real Ale (Camra), the British Institute of Innkeeping, and Cask Marque.
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