CAMRA Revitalisation Project Report Published

CAMRA revitalisation project

CAMRA Revitalisation Project Report Published

Real Ale campaign’s future up for discussion

The leadership of one of Europe’s most successful consumer organisations is considering refocusing its future purpose after being presented with a wide-ranging review into its aims and activities – but is clear campaigning for real ale, pubs, clubs, cider and perry will remain core.

The volunteers heading up the Campaign for Real Ale were presented with a report and proposals by the Revitalisation Project at a meeting in early December.

The Revitalisation Project has proposed that the Campaign remains committed to its core aims of promoting real ale, real cider, perry and campaigning for pubs and clubs – but has suggested CAMRA needs to widen its vision and mission to reflect changing consumer needs and developments in the drinks industry.

In summary the Revitalisation Project has recommended that:

  • Campaigning for real ale, cider and perry and protecting community pubs and clubs will remain core to CAMRA activities
  • CAMRA widens its mission and purpose to reflect changing consumer needs and developments that have taken place across the sector since CAMRA’s foundation in 1971. The Revitalisation Project found that there is much CAMRA does well, so its proposals principally relate to opportunities for the organisation to remain relevant and effective in the future.
  • CAMRA broadens its focus to play a “leading role in informing and representing all those with an interest in good beer of any type”.
  • CAMRA promotes the “virtues of well-produced, well-kept cask-conditioned beers as the pinnacle of the brewer’s craft” while also promoting greater awareness and understanding to help drinkers judge for themselves what “quality” beer is.
  • Celebrating and protecting well-run community pubs and clubs should also remain core to CAMRA’s purpose, but the Campaign should do more to improve the range and quality of beer, cider and perry in “communal drinking” venues across the on-trade.
  • In response to the attacks on responsible drinkers by health campaigners, the organisation plays a leading role in speaking on behalf of all UK beer, cider and perry drinkers, and pub and club-goers.

CAMRAThe Revitalisation Project was officially launched in April 2016, to carry out a review of CAMRA’s purpose and activities and to ensure it was positioned to reflect changes in the pub and brewing industry. It considered the views of tens of thousands of CAMRA members who responded to three surveys and the opinions of thousands who attended consultation meetings across the country. Its findings also take into account feedback from numerous industry stakeholders including politicians, brewers, cider producers, publicans and journalists.

The Project has now agreed a series of proposals which it presented to CAMRA’s National Executive – the most senior elected volunteers in the organisation – at a meeting in early December. The National Executive will now take ownership of the report and will be responsible for deciding whether, how and when, to implement the Revitalisation Project’s proposals.

CAMRA members will continue to be fully involved in the process and will be invited to discuss the Revitalisation Project proposals at the CAMRA Members’ Weekend and AGM to be held in Bournemouth in April 2017. A final decision on adopting the proposals will be taken at the Members’ Weekend and AGM in Coventry 2018.

A full copy of the Revitalisation Project Proposal document is available here:

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