The campaign celebrates the role of pubs in UK communities and raises awareness of the cost pressures they are experiencing.
The brew will be sold at the campaign’s events and used to help encourage pubgoers to sign a petition calling on the Government to ease tax pressures on pubs at the next Budget.
The Cornish Red IPA is called Long Live the Local, with the colour inspired by the Chancellor’s red Budget box.
Spreading the word
St Austell Brewery will also be sending the campaign's promotional activation kits – including beer mats and posters – to 176 of its pubs and 500 of its customers.
Long Live the Local programme director David Cunningham visited the brewery to help create the beer.
He said: “We’re grateful to St Austell Brewery for helping to amplify our message. Having our own great-tasting bottled beer will really help us to spread the word about our campaign and the petition to cut beer tax.
“Not only will the campaign’s success help local pubs, it’ll also benefit the wellbeing of the economy, job security and most importantly communities.
“The reality is that pubs are struggling to make any profit in the current climate because one in three pounds spent in pubs currently goes to the taxman. This year, the Government plans to increase beer duty again, applying even more pressure on local pubs.”
Heart and soul
St Austell chief executive James Staughton urged others to support the campaign.
He explained: “The pub industry creates jobs, encourages tourism and most importantly, provides places for people to gather and socialise.
“As an independent, regional brewery with our own pub estate, we’re keen to ensure that local pubs remain vibrant and successful – but rising costs are putting small businesses under strain.
“Pubs have been the heart and soul of British culture for generations. It’s vital that we do all we can to work with the Government to safeguard their future.”
Limited-edition 500ml bottles of the brew will be available at the brewery and on its website.