On July 6th, it was reported that brands including Shengli Beer and Time Beer, although brewed in the UK, heavily promote their European heritage.
Whether it's the rich Belgian Pilsner beer or the refreshing Spanish lager beer, customers of British bars can always find a wide variety of continental European beers when ordering a beer. At least on the surface, it seems so.
Now, activists in British pubs are calling for a thorough investigation into the beer industry to crack down on those "deceptive" beers that appear to be imported but are actually brewed in the UK.
On July 6th, the True Malt Movement (CAMRA) in the UK called on competition regulators to investigate this practice, claiming that large brewers were deceiving and misleading consumers.
The organization requires all bar eoe beer heads to be labeled to indicate which beers are brewed in the UK, in order to combat counterfeit foreign beers.
Previously, a beer called "Madr í Excecional" caused a huge uproar. This Lager beer, which looks similar to Spanish beer, claims to have the "soul of Madrid", but is actually produced in Yorkshire, England.
Despite the popularity of Madrid premium beer, beer enthusiasts and genuine Spanish brewers have criticized this beer brewed by Mosen Consheng for its lack of transparency in origin.
Some other brands, such as Birra Moretti, San Miguel, Cruzcampo, and Time beer, although claiming their European heritage, are actually brewed in the UK.
The British True Malt Movement organization stated, "We must stop the habitual deception of consumers. Beer sold in the UK should pass industry codes of conduct, or if this is not possible, new labeling legislation should be passed to clearly indicate the brand owner and brewing location
There are many reasons for drinkers to feel angry, "said Ash Corbett Collins, the chairman of the organization.
He said, "Consumers want beer from independent brewers, but it's difficult to find them because the four major beer giants monopolize the market and influence the status quo. Ordinary people who like beer are required to pay obediently, shut up, and accept the illusion of this choice, while previous governments have treated beer and bars as cash cows
The True Malt Movement organization stated that this trend harms smaller, truly British owned breweries, who are unfairly restricted from selling in bars owned by large companies, while large suppliers monopolize the types of beer customers can see in bars.
The organization stated that the Competition and Market Authority (CMA) should investigate the labeling issues of beer sold by large breweries in bars.
The organization also stated that the current contract "forces so-called independent bars and other venues to sell a limited variety of designated beers, or to pay high additional fees to access beer from small, local, and independent breweries.
The beer industry in the UK is dominated by four giants - AB InBev, Heineken, Carlsberg, and Morrison&Co, which produce the largest portion of beer consumption in the UK.
According to the British True Malt Movement, the market share of beer has decreased by about half since 1980, from around 70% of total alcohol consumption in the UK to around 35% today.
The organization also stated that at the same time, the proportion of beer produced by local breweries in the UK has decreased from 96% in 1990 to less than 20% currently.
Previously, The Daily Telegraph launched the "Save Our Bars" campaign, which emphasized the plight of rural pubs in the UK under high taxes and strict policies.
Bars in the UK are closing down at an unprecedented rate, and food and beverage industry activists are calling for a reduction in value-added tax to ease the burden on bars.
Tim Weber, a member of the True Malt Movement, said, "Bars are struggling right now, and we sympathize with their situation. If you are a struggling bar owner and someone comes up to you and says, 'I will help you get all the draft beer supply, and the price is very cheap, the only condition is that you have to buy this beer or that beer,' then you will definitely accept this deal. From the perspective of large brewers, this is simply great because it gives you a monopoly position that they could not have had before
The British Independent Brewers Association (SIBA), representing small independent breweries, has expressed support for the "Made in the UK" beer brand promotion campaign initiated by the True Malt Movement.
It is clear that strong consumer demand for various beers from independent breweries is being suppressed by the global beer market monopoly, "said Andy Slee, CEO of the Independent Brewers Association in the UK." 80% of beer drinkers hope to see independent beers coexist with global brands in bars, but our independent breweries are excluded from 63% of bars. This is not good for bar customers, bar owners, and the healthy development and vitality of the UK bar and beer market
The True Malt Movement organization also called for a review of taxes, estimating that alcohol tax revenue from beer and apple cider will approach £ 4 billion this year and increase to £ 4.5 billion per year by the beginning of the next decade.
The UK Competition and Markets Authority stated that it will review the demands put forward by the True Malt Movement organization.
A spokesperson for the bureau said, "We will review this report and the issues raised therein. Any decision on whether to take action will be based on relevant evidence and consider where we can bring the greatest impact to consumers
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