Interesting news that British lager could soon have an image makeover. Freedom Brewery, based in Staffordshire, are canvassing potential members of LOBI. That would be Lagers of the British Isles. The idea is to do to for lager what CAMRA has done for real ale. And I don’t mean lumber it with an image of bearded weirdoes.
So far brewers Hepworth, Brewdog and Cotswold have all been approached, as well as SIBA. Freedom sales manager, Mike Knight, is a man on a mission: “Our challenge is to let British bar owners, the British public and indeed the world, know that they can sell and drink micro-brewed British lagers with confidence.”
A good idea in theory, but how easy will it to be get the message across and take on the big boys at their game? I see stormy waters ahead.