Real ale drinkers 'are role models'
Britain's real ale drinkers can serve as role models for the nation, a study found
Britain's beer drinkers can serve as role models for the nation as it struggles to emerge from recession, according to an academic study.
The country's real ale fans represent the perfect example of how greater consumer awareness can revitalise a struggling industry, say economists.
Equally, the ever-growing number of microbreweries satisfying their demanding palates offers hope for the UK's small businesses.
Experts at Nottingham University Business School came up with the findings after examining the history of brewing in England. They believe the industry's rebirth in the wake of the Campaign for Real Ale's founding in 1971 has implications for much of the UK economy.
Professor Peter Swann, the study's author, said: "The fact is that the business world can learn an enormous amount from our beer buffs.
"The range of products and the number of centres of production in brewing in England declined dramatically between 1900 and 1970.
"As is widely accepted, that process began to reverse with the formation of Camra and its fight against bland, mass-produced beers.
"This has led us to the position we're in now, with hundreds of small breweries spread all over the country and making thousands of different beers.
"In technical terms, this represents horizontal product differentiation and a reduction in the importance of the economies of scale.
"That's basically a clever way of saying variety is the spice of life and that more discerning tastes can be good for the economy."
Press Association
