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Beer industry unites to support independent venues

Independent venues are encouraged to take part in an initiative named Fusion Day in a bid to help boost beer sales.

Fusion Day, which is set to take place on Thursday 6 February, is now in its second year and was first launched in February 2024, as a collaboration between Yakima Chief Hops, Crisp Malt, White Labs, Track Brewing Co. and Continuous brand agency.

To mark the date, a 5.1% ABV beer named Fusion Pale Ale has been brewed by the community for the community and offers independents a competitively priced keg, enabling them to make a disproportionate GP on every pint sold.

Speaking to the drinks business, David Beattie, client director at brand agency Continuous and co-instigator of Fusion, said: “The sector is again facing some major challenges, all of which bring uncertainty. The cost of living crisis is impacting both sides of the bar – reduced consumer spending leading to reduced footfall and revenue.

He went on to implore: “We’ve all seen the figures around the harsh rate at which UK pubs are closing, with the latest stating that 10% are at risk of closure this year. In fact, one source says that if it carries on at the current rate there will be no independent pubs left by 2035, and none of us can stand by and let that happen.”

According to Adam Błaszczyk, head of sales at Track: “Fusion is a collective of people throughout the entire supply chain who are all really passionate about what we do. From the yeast all the way through to those who grew the hops and all the way through to our customers who will enjoy it, our aim is to give something back to the people on the front line who are selling it.”

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Beattie also explained how “everyone involved in Fusion is passionate about the beer industry and in particular helping to protect and support our independent venues. While many are lobbying the government for changes in policies to help longer term, we wanted to do something that helps them immediately and gives them a shot in the arm when they need it most.”

One venue that profited from last year’s event was Ghost Whale in Putney. Owner Stuart Anderson explained: “January is a tough month for the whole beer industry so being able to offer a great quality draft beer to customers for an attractive price, whilst making higher than usual margins on the beer is a win-win. It certainly helped to soften the blow of January’s usual rate of sale.”

Chester-based Adam Crimes of Indie Hops agreed and added: “People loved the concept of the supplier collaboration and providing their time and products for free to produce a reduced price point for the consumer, for a pint of high quality beer. It helped my cash flow situation at a very difficult time, where all outgoings seemed to continue to increase.”

Due to the positive feedback from venues and bottle shops who wanted a piece of the action, Fusion is back for 2025 with a 67% bigger brew, this time available in cans. And the desire is to support more venues across the UK.

Beattie told db: “Our hope for 2025 is to see a buoyant industry. Great brands delivering great products into fantastic independent venues that are packed out with consumers who can afford to be there – all enjoying these fantastic products in the way that the producers intended.”

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