The Campaign for Real Ale (Camra) has accused major brewing conglomerates of misleading consumers with deceptive 'craft' beer labels and anti-competitive tactics, urging the Competition and Markets Authority (CMA) to investigate the sector.
Top-selling 'craft beers' dominated by global giants
Camra's annual Beer in UK report reveals that seven of the ten best-selling 'craft beers' in the UK are produced by just four multinational brewing groups. Examples include Beavertown (owned by Heineken), Camden Town and Goose Island (AB InBev), Meantime (Asahi), and Blue Moon (Molson Coors). The organisation argues that such ownership undermines the authenticity of the 'craft' label, confusing consumers and harming independent brewers.
Misleading geographic claims
The report also highlights beers marketed as foreign imports that are actually brewed in the UK. For instance, Madri, promoted as the 'soul of Madrid', is developed by Molson Coors and brewed in Tadcaster, Yorkshire, with minimal connection to Spain. Camra claims such practices mislead drinkers about the product's origin.
Ash Corbett-Collins, Camra's chair, stated: 'Ordinary drinkers are being short changed when it comes to choice and quality at the bar. Our report proves how the global players are exploiting the status quo to squeeze out independent brewers, to the detriment of ordinary publicans and beer drinkers.'
Call for CMA investigation
Camra has formally requested the CMA to examine anti-competitive practices, including deals that allow big brewers to prioritise their products in pubs they own or have commercial agreements with. Corbett-Collins added: 'Andy Burnham recently said that “people need to be able to look forward to a night out”. The best way he can deliver on that is by ordering a proper market investigation to sort this mess out and deliver a fair deal for publicans and drinkers, and the independent brewers that they want to support.'
The Society of Independent Brewers (Siba) has already abandoned the term 'craft' in favour of 'indie' beer, citing its dilution by corporate acquisitions. Asahi responded: 'We believe in a diverse and thriving beer market that includes independent, regional, and international brewers, where consumers have the freedom to choose the beers they enjoy. Ownership is stated clearly on the packaging of all our brands sold in the UK.' The Guardian approached Molson Coors, Heineken, and AB InBev for comment.
