Long Live The Local
Ever since we were founded in 1872, we have proudly fought to protect our fantastic pubs and bars. Campaigning to have them recognised and valued as the true social and economic asset they are.
Fast forward to 2018 and Hospitality Ulster continues to lead the campaign for a better deal. Fighting against a range of outdated legislation and unsustainable taxes like business rates and beer duty, which are killing our pubs.
Building on a strong alliance with UK counterparts, Britain’s Beer Alliance and the British Beer & Pub Association, Hospitality Ulster is proud to bring the ‘Long Live The Local’ campaign to Northern Ireland.
The campaign highlights the vital contribution pubs make to our way of life, and the threat they face from a range of tax pressures. It also incorporates a focused call to sign a petition and encourages the general public to write to their MP to ask for a cut in beer duty.
The campaign, which has taken six months to develop, including extensive strategic and creative development driven by consumer research, is supported by a £3 million investment each year for at least the next three years.
It will comprise of striking nationwide posters, regional press advertising, a cinematic online film and extensive social and digital advertising, reaching almost 20 million pub goers and industry staff.
The level of beer duty in the UK is already three times the EU average and 12 times higher than Germany- if this continues to increase, beer sales will fall, pubs will continue to close, communities will lose a vital asset and jobs will be lost, the new campaign will argue.
There will be a full programme of MP lobbying events from mid-July through to the budget in November, developed and implemented in conjunction with HU partners the BBPA and other industry body colleagues who have successfully worked together on previous campaigns to lobby for fairer taxation.
Hospitality Ulster Chief Executive Colin Neill said:
“Hospitality Ulster has long defended our great local pubs, and we are proud to bring the ‘Long Live The Local’ campaign to Northern Ireland- I strongly encourage licensees to get involved in the campaign.
David Cunningham, Programme Director for “Long Live The Local”, said:
“The punitive beer tax, in conjunction with the other tax pressures from VAT and increasing business rates, are without doubt the biggest challenges facing the pub and beer industry right now.
Between 2008 and 2013, the industry experienced the devastating impact of a five year escalator policy on beer duty.
In 5 years, we saw beer sales decline by 24% in pubs, 5000 pubs closed and 58,000 pub and brewing related jobs were lost.
We need a cut in beer duty and in the current political and economic climate we recognise that this is not going to be easy to achieve.
It will require a step change in approach from the whole industry, but we cannot allow beer tax to increase again.
Our campaign will show the positive role that local pubs play in our lives and remind people that pubs play a vital role in villages, towns and cities.”
There are over 15,000 free in-pub activation kits consisting of beer mats, tent cards and posters.
There is also a range of social and digital assets available for licensees, allowing them to promote the campaign through their own website and social channels.