Over 20 CAMRA branches launch ‘LocAle' schemes since July.
CAMRA, the Campaign for Real Ale, is delighted to announce today that 22 CAMRA branches have signed up to the CAMRA ‘LocAle' scheme since the national launch in July 2008.
The original ‘LocAle' concept was created in 2007 by CAMRA's Nottingham branch. Following its success with around 80 pubs in Nottingham signing up to the scheme, CAMRA decided to build upon the growing consumer demand for local produce and an awareness of ‘green' issues by converting ‘LocAle' into a national campaign.
The idea of ‘LocAle' is to encourage pubs to stock at least one locally-produced real ale with the aim to improve the local economy and knowledge for pub goers about which beers are brewed locally. It may also give business the edge over sections of the off-trade selling beer way below cost price.
Each participating CAMRA branch can decide upon their exact definition of a locally-produced real ale, as long as it falls between a 20-30 mile radius. This measurement is usually based on the shortest driving distance between a pub and its nearest brewery. However, others such as the CAMRA South Hertfordshire branch have sought to incorporate their county's best producers by classifying all Hertfordshire brewers as ‘local'.
Tony Jerome, CAMRA's Senior Marketing Manager heralded the achievement of all local branches, and said: ‘Bearing in mind the publicity material was only made available to CAMRA branches at the end of July, the current success of the scheme is a true testament to our members who are committed to seeing locally-sourced produce in their community pub and to pubs wanting to source locally brewed beers. Many branches have cited the benefit of localised spending in their area, and within the community there has been positive feedback from all quarters.'
The publicity material includes window stickers, leaflets and posters to show which pubs have officially signed up to the scheme, and pump-clip crowners are displayed at the bar to help inform consumers which beers have been brewed within the local area.
The 22 CAMRA branches to have signed up so far are:
Watford & District, Renfrewshire, Rotherham, Vale of Clwyd, Abercolwyn, South Cheshire, Huntingdonshire, Grantham, Kingston & Leatherhead, South Hertfordshire, Newark, Keighley & Craven, Herts & Essex Borders, Nottingham, Slough, Windsor & Maidenhead, Gwent, Erewash Valley, York, Barnsley, Lunesdale, North Oxfordshire and Sheffield.
Steve Westby, CAMRA Real Ale Campaigner of the Year 2008, and founder of the ‘LocAle' scheme, said: ‘It is great to see how what began as a protest against the domination of Nottingham pubs by global beer brands can so easily be transferred into a positive national scheme, especially at a time when communities are being threatened by economic turmoil. The majority of people in this country strive to retain their local identity, with ‘LocAle' playing a perfect accompaniment to this fight.'
But as many branches have reported, the ability of some pubs in joining the scheme has been hindered by their relationship to a pub company. Both the Grantham and Newark branches of CAMRA noted how tied pubs in their areas, although enthusiastic about the scheme, could not sign up due to either a restricted beer portfolio or a simple inability to commit themselves because of external pressures. Nevertheless, there have been branches, which, in some cases, have signed up almost 20% of their local pubs.
Jerome concluded: ‘To have over 20 CAMRA branches signed up to the scheme in such a small amount of time is truly an outstanding achievement, and if the ‘LocAle' runs its natural course over the next 5 years, we could see a healthy proportion of the nation's 58,000 pubs getting involved.'
ENDS
Note to editors
CAMRA has 204 different branches across Britain.
For further information
CAMRA Press Office: 01727 798443
Jonathan Mail: CAMRA Head of Policy and Public Affairs: 01727 798448 or 07720 724733
Iain Loe: CAMRA Research & Information Manager: 01727 798449 or 07801 706607
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