Beer fans are role models for economic recovery, study finds

It's not often beer drinkers are role models, but British economists say real ale buffs offer "economic inspiration."

In a study, experts at Nottingham University Business School looked at the history of beer brewing in England and say the beer industry's rebirth following the Campaign for Real Ale's founding in 1971 can teach lessons to help the U.K. economy recover from recession.

They say real ale fans — people who enjoy cask-conditioned ale that is unfiltered and unpasteurized and serviced without nitrogen or carbon dioxide pressure — are a good example of how consumer awareness can revitalize a struggling industry.

In this case, beer lovers were informed about the range of beers microbreweries offered for all palates and the real ale industry grew.

"The fact is that the business world can learn an enormous amount from our beer buffs. The range of products and the number of centres of production in brewing in England declined dramatically between 1900 and 1970," study author Peter Swann said.

"That process began to reverse with the formation of CAMRA (Campaign for Real Ale) and its fight against bland, mass-produced beers," he said.

"Variety is the spice of life and ... more discerning tastes can be good for the economy."

The researchers said at the start of the 20th century, many villages had their own breweries, but by 1970, the number of breweries dropped to just 141 and the industry didn't offer much variety.

One of the big-name beers, Ind Coope's Long Life brand, even had the slogan, "It never varies."

The study says the real ale campaign raised quality awareness and helped beer consumers realize there were more flavourful options from smaller microbreweries.

"We're often told small businesses will be key to the U.K.'s financial recovery," Swann said. "The fall and rise of the local brew offers us a perfect example of 'small is beautiful,' so it's vital to see what lessons we can learn from it.

"One of the most important is that a demand for the predictable can lead to the greater geographical concentration of an industry."

Beer fans are role models for economic recovery: Study

QMI Agency

It's not often beer drinkers are role models, but British economists say real ale buffs offer "economic inspiration."

In a study, experts at Nottingham University Business School looked at the history of beer brewing in England and say the beer industry's rebirth following the Campaign for Real Ale's founding in 1971 can teach lessons to help the U.K. economy recover from recession.

They say real ale fans — people who enjoy cask-conditioned ale that is unfiltered and unpasteurized and serviced without nitrogen or carbon dioxide pressure — are a good example of how consumer awareness can revitalize a struggling industry.

In this case, beer lovers were informed about the range of beers microbreweries offered for all palates and the real ale industry grew.

"The fact is that the business world can learn an enormous amount from our beer buffs. The range of products and the number of centres of production in brewing in England declined dramatically between 1900 and 1970," study author Peter Swann said.

"That process began to reverse with the formation of CAMRA (Campaign for Real Ale) and its fight against bland, mass-produced beers," he said.

"Variety is the spice of life and ... more discerning tastes can be good for the economy."

The researchers said at the start of the 20th century, many villages had their own breweries, but by 1970, the number of breweries dropped to just 141 and the industry didn't offer much variety.

One of the big-name beers, Ind Coope's Long Life brand, even had the slogan, "It never varies."

The study says the real ale campaign raised quality awareness and helped beer consumers realize there were more flavourful options from smaller microbreweries.

"We're often told small businesses will be key to the U.K.'s financial recovery," Swann said. "The fall and rise of the local brew offers us a perfect example of 'small is beautiful,' so it's vital to see what lessons we can learn from it.

"One of the most important is that a demand for the predictable can lead to the greater geographical concentration of an industry."