SIBA launches annual awards

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Independent brewers should start readying themselves for a fierce competition as the Society of Independent Brewers launches its third annual brewing...

Independent brewers should start readying themselves for a fierce competition as the Society of Independent Brewers launches its third annual brewing business awards.

Judges will be looking for evidence of creative and lasting ways that entrants have increased commercial results.

Eight categories are open to all 430 SIBA members. The winner of each will receive an award and then be entered into an extra round of judging to decide the overall winner.

Last year's overall winner, Douglas Ross of Traditional Scottish Ales defeated competition by pushing for the revival of the Lade Inn near Callander.

He said: "Our success has raised people's awareness of our business and has added credibility to the professional image we are trying to give to the trade.

"Winning awards for your beer is great but winning an award for the way you run your business is even better."

SIBA chief executive, Julian Grocock said: "This competition rewards the skill, knowledge and dedication that goes into the business side of local breweries.

"Local produce is meeting consumer and trade demand for authentic, quality products in all markets and local beers are at the forefront of the ongoing revolution in food and drink."

The eight categories are: best support for on-trade; best support for off-trade; best packaging initiative; best innovation; best public relations initiative; best use of electronic media; best promotion; best new launch; best point of sale; and best sponsorship.

The winners will be announced at the Institute of Directors in London on October 13.

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