Blow the budget, save the trade

Reversing the Government's pledge to boost beer duty in the next four Budgets by inflation plus 2% has to be the trade's biggest political challenge of the moment. That, and curbing the off-trade's below-cost alcohol pricing.

So it is heartening to see the British Beer & Pub Association (BBPA) launch a major campaign aimed at both these steps called "Axe the Beer Tax — Save the Pub".

Opposition to the calamitous tax commitment has already been well captured by our own "Fight the Hikes" campaign. Hundreds of pubs have persuaded well over 5,000 of their customers to sign our petition protesting the Chancellor's attack on the drinkers of this country.

So there is clearly a strong base of popular support for the BBPA to tap into as it begins to mobilise consumers against this Government's relentless assault on the pub.

Signing up to a petition, as the BBPA will encourage visitors to its website to do, will only prove effective though if the numbers begin to reach into the millions. And these millions will have to do more than just register their support. They will have to download forms to send to their MPs, write letters to the media and generally continue to demonstrate support for the campaign.

Hoping for this level of involvement is a big ask. Especially as the British public has to somehow find the BBPA's Axe the Beer Tax website in the first place.

It would surely make more sense if the web initiative was backed by the high-profile pro-pub advertising campaign that many in the trade have been urging for some time. A series of powerfully positive adverts on TV, radio and in newspapers could do wonders for the image of the pub. It would certainly help counter the "Death of the Pub" story that is all most media want to write these days.

Exciting plans like this do not come cheap. Ad agencies to come up with the right message and concepts, and then purchasing the necessary "air time" could cost millions. But what's that when the trade is facing its biggest crisis in generations. Hank Paulson's actions at the American Treasury should serve as our model. Bold, visionary, and inspiring confidence. And, fingers crossed tightly, effective.

Let's not forget, this is still an immensely wealthy business. Global drinks companies, FTSE 100 and 250 companies, family fortunes — a few million from these coffers would be chicken feed for the donors.

Rallying the industry and galvanising consumers around one cause — Saving the Pub - would force Government to back down.

Only such high-profile action can achieve the result we so desperately need.

Xs on the next election's ballot papers will loom large in Mr Brown's mind if we can escalate this campaign into a truly nationwide movement. For the trade's sake, just do it.