Registering on the radar of national pub groups is a tough task for small brewers attempting to achieve recognition alongside the big-spending national brands.
Displaying a strong entrepreneurial streak or a unique approach to marketing are just two methods that brewers can use to punch above their weight and gain greater recognition.
Generating more exposure for small brewers and their brands is the key aim of the SIBA Local Brewing Business Awards, sponsored by Lloyds TSB in partnership with the Morning Advertiser. SIBA, the Society of Independent Brewers, is hoping for plenty of entries.
Celebrating independent brewers
The idea behind the awards is to celebrate the UK's brewing industry, while also increasing business for local brewers.
SIBA chairman Keith Bott explains: "Our members want more access to retail opportunities and these awards are intended to deliver exactly that by celebrating and promoting excellence. They provide a fantastic chance to showcase local breweries and their business achievements on a national platform."
"The Society's members are not only brewers but rounded business people striving to add value to their customers' operations by combining professional practices with a natural entrepreneurialism.
"Thanks to growing trade and consumer interest and enabled by initiatives such as progressive beer duty, our members' commercial acumen is meeting with ever-greater success."
Spreading the awards message
While entries are coming in thick and fast from those who know about the awards, Bott believes there are many local brewers out there who still don't know what entering could do for their business.
He urges: "It's really important that brewers get their name into the mix and make people think 'that's the sort of organisation I'd want to buy my beer from'."
Many brewers lack the opportunity to talk directly to their customers about their brands, he says.
But by entering, brewers will have the opportunity to be showcased in the MA and hopefully join an impressive line-up at the prestigious awards ceremony, to be held in the autumn and attended by industry leaders, including sponsors, customers and suppliers.
Bott adds: "We want to know what people are doing, how they're promoting and marketing their beers, and what they're doing in terms of innovation."
While Bott accepts that filling out an entry can be time-consuming, he maintains there is a plus side. "I know that time is an issue, running a small business," he says. "However, I hope brewers will understand the benefits of entering."
The awards categories
l Best support for an on-trade customer
(eg customer service, cellar management training)
l Best new launch (eg new brewery start-up less than 18 months old or a product new to an existing brewery less than 18 months old)
l Best promotion initiative (eg PoS material including pump clip, sales promotion to
trade or consumer, promoting on the back of a brewing award)
l Best use of electronic media (eg website, e-commerce initiative)
l Best PR initiative (eg newsletter, media coverage)
l Best innovation (eg brewing process, quality initiative)
l Best support for an off-trade customer (eg customer service, promotion)
l Best packaging initiative (eg bottle label, bottle design)
How the awards work
There will be one winner in each of the eight SIBA Local Brewing Business Awards and each winner will receive an engraved trophy to be presented at the awards ceremony in the autumn. Winners will also be able to use the award's logo on all promotional material.
In addition to the individual categories, judges will chose one overall winner to recognise outstanding contribution to creativity, innovation, and commitment to excellence.
Entries should be backed up with clear supporting evidence of why the initiative has been a success.
Pubs and wholesalers can also nominate a local brewer for an award, although the brewer must submit an entry to support the nomination.
Brewers who do not receive a nomination can enter themselves, as long as they are a SIBA member.
Entry forms can be downloaded from the MA website: www.morningadvertiser.co.uk, or from www.siba.co.uk. Completed entry forms should be sent to the address below to arrive no later than 5pm on 30 September 2006.
SIBA Local Brewing Business Awards 2006
PO Box 101
Thirsk
North Yorkshire
YO7 4WA