SIBA centre stage at Licensed Business Show

May 21, 2007: The Society of Independent Brewers (SIBA) will, for the first time, be a major exhibitor at the National Licensed Business Show (NLBS), at the NEC from September 25 to 27.

SIBA expects the show to be a promotional platform for participating SIBA members, its Direct Delivery Scheme and real ale in general. The centerpiece of SIBA’s presence at NLBS will be a branded theatre for ale tasting and education.

The provision of this SIBA supported and sponsored feature will provide visitors from the licensed trade with a hands-on insight into the benefits of introducing real ale or developing their current real ale offering.

Directly investing in trade education represents a major development for the brewer’s society which has significantly increased its presence this year in trade shows and media.

Explaining SIBA’s aims in supporting the NLBS, chairman Peter Amor said: "Craft beer is a major attraction for visitors to this show with over 40% of last year’s attendees stating they had a specific interest in real ale.

"Our members are making the most of strong consumer interest in local food and drink and grew volume sales by an average of 7.5% last year. Stocking a local ale from one of our members is a great way to grow not only long drinks sales but total pub business

" Our Direct Delivery Scheme is fast gaining popularity with multiple retailers and we are keen to increase awareness of commercial opportunities from trading with local brewers beyond our strong pub and off-trade base to customers in other sectors of the licensed trade."