Brewers help mark Fairtrade fortnight

February 17, 2007: The first Fairtrade draught beers are being launched later this month, to help mark Fairtrade Fortnight 2007.

Fairplay Ale is being brewed by the Freeminer brewery, while William Wilberforce Freedom Ale comes from the Westerham brewery.

Freeminer, in the Forest of Dean, Gloucestershire, has brewed Fairplay Ale using hops from Europe, malt from the UK and finest Fairtrade Demerara sugar, made from sugar cane grown by smallholders’ co-operatives in Malawi. It falls between a traditional ale and a blonde beer.

“Our new Fairplay Ale is a quality beer and proves that Fairtrade products can be mainstream rather than niche,” said Peter Thomas, managing director of Freeminer. “Its Fairtrade credentials will give this beer a unique competitive edge.”

The Rising Sun, at Moseley Green, in the Forest of Dean, is already offering its customers Fairplay Ale and sales are going well. Mick Robinson, the pub’s owner, said: “Fairplay Ale has stimulated interest among our customers and generated discussion about Fairtrade and what it achieves.

"We have been pleasantly surprised by the beer’s success and believe that the Fairtrade element has encouraged sales, and, once tasted, customers have come back for more.

“Fairplay Ale appeals to two distinct audiences — regular and local drinkers who are loyal to Freeminer and want to support the brewery, and tourists, walkers and cyclists who find it interesting and different and want to try it.”

Initially, Westerham Brewery's William Wilberforce Freedom Ale will be available in pubs, clubs and restaurants in Kent, Surrey, Sussex and South London. Freedom Ale is also brewed with Fairtrade Demerara sugar from Malawi.

Westerham’s Robert Wicks explained that traditionally floor-malted Maris Otter pale ale malt, crystal malt and Kentish hops combine with Fairtrade sugar to produce a deep mahogany ale. It is characterised by a mellow bitterness and long hoppy finish.

The beer commemorates the 200th anniversary of the abolition of the slave trade. On March 25, 1807, the British Parliament voted in favour of one of the most humanitarian pieces of legislation in history, banning British ships from being used in the slave trade.