'Boost your sales with local ales' says SIBA

March 3, 2008: Independent brewers' organisation SIBA is taking the message 'Boost your Sales with Local Ales' to trade show Publican Live.

The exhibition, from April 1-3, dedicated to all aspects of the pub sector, will be staged at Olympia, London, and will feature SIBA Local, at which visitors can sample 32 regional ales from some of the country's best independent breweries.

SIBA staff will be at hand to discuss the 1500 or so ales they represent, which ones are local to visitors and how to order them.

SIBA — the Society of Independent Brewers — will be showcasing the winning brews in its 2008 national beer competition on its stand. Visitors will be offered free samples of the seven beers that won their classes at the competition's finals in Hereford in February, including the supreme national champion.

There will also be meet-the-brewer sessions and a cellar behind the stand to demonstrate how cask-conditioned beer is kept in tip-top condition.

SIBA has more than 400 brewing members throughout Britain and Ireland and runs a Direct Distribution Scheme (DDS), which enables breweries to deliver their beers direct to local pubs, supermarkets and off-licences owned by retailing groups. It is effectively a one-stop shop for retailers, handling orders, maximising commercial benefits, minimising the administrative burden for small brewers and cutting down drastically on food miles.

Staff from SIBA's central organisation and from DDS will be on hand at Publican Live to answer questions from visitors.

l Publican Live offers an opportunity to start the new financial year with a fresh focus as the industry’s leading suppliers offer up-to-the-minute inspiration, innovation and education on tapping into the latest trends and practices.

	PUBLICAN LIVE
v	The show runs from April 1-3 in the National Hall at London’s Olympia, opening between 10.30am and 5pm on Tuesday and Wednesday and 10.30am and 4pm on Thursday. Register for free entry at www.publicanlive.com or call 01923 690642.

At this year's show, Cask Marque, the Beer Academy and the Campaign for Real Ale will be presenting a series of talks and tastings that will ensure publicans make the most of their beer, as a well-stocked cellar can attract new customers and ensure existing ones stay loyal.

They’ll be a series of live training sessions throughout each day of the show. Subjects covered will include product quality, correct storage, temperature control and cooling, as well as an overview on the best equipment to use to create a modern, efficient cellar with informative seminars from BOC and Innserve.

The Cask Marque Trust will be offering visitors the opportunity to take the BII Cellar Management Qualification, at a very discounted rate.

And world-champion bartender Jamie Stephenson will be demonstrating how to make fabulous cocktails that can be created in a pub environment during free drop-in sessions.

The Wine Village and Sampling Piazza offer opportunities to try out wines from around the world. There will be plenty of suppliers and distributors on hand to offer advice on the best stocking options, with specialist tastings too.

At the 3663 Food Experience three days of live cooking demonstrations will provide food for thought. There will be inspiring ideas on how to use everyday ingredients to create exceptional dishes that will impress customers while generating additional profits.

Other exhibitors include Scottish & Newcastle, Marstons, Enotria Wines, Alliance Wines, Nestle, P&G Professional, McCain and Admiral Taverns.