Big brewers ‘misleading drinkers’ over craft beer credentials, says Camra

Big brewers are misleading drinkers about their products’ “craft” credentials and geographical origin, the ale enthusiasts’ club Camra has claimed, as it called on the consumer watchdog to investigate the beer market.

Camra asked the Competition & Markets Authority (CMA) to launch a review of whether small breweries are being unfairly elbowed off the bar by larger rivals’ anti-competitive tactics.

The organisation is concerned about the leverage wielded by multinational breweries that either own pubs themselves, or have commercial deals that allow them to ensure their own products are prioritised.

In its annual Beer in UK report, Camra said the difficulties independent brewers faced had been made worse by “misleading” claims that left drinkers unsure what they were buying.

Seven of the top 10 selling “craft beers” in the UK are made by just four global brewing conglomerates, the report found, citing examples including Beavertown (Heineken), Camden Town and Goose Island (ABInBev), Meantime (Asahi), and Blue Moon (Molson Coors).

Siba, the trade body for independent brewers, has previously ditched the “craft” terminology, replacing it with “indie” beer, in response to concerns it had become meaningless due to big companies buying up successful startup brands.

Camra also highlighted beers marketed as foreign imports that are actually brewed in the UK, such as Madri, which is promoted as the “soul of Madrid” but has very little connection to the Spanish capital.

The beer was developed by the global brewer Molson Coors, the parent company of Carling, and is made in Tadcaster, Yorkshire.

“Ordinary drinkers are being short changed when it comes to choice and quality at the bar,” said Camra’s chair, Ash Corbett-Collins.

“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.

“The government needs to step up, start taking the issue seriously, and take action that matches up to their statements about supporting pubs and the communities they serve.

Camra also wants the CMA to investigate allegedly uncompetitive practices used by big brewers to stop smaller rivals gaining access to pubs.

Corbett-Collins said: “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.”

Asahi said: “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 ABInBev for comment.