The deal, struck between the Society of Independent Brewers (SIBA) and drinks distribution business Ooberstock, promises a step change in the geographical reach of cask ale brands.
“This revolutionary partnership represents an exciting change for both freehold publicans and craft brewers,” said Ooberstock’s managing director Arran Heal.
“It will give freeholders a competitive edge by being able to satisfy increasing consumer demand for craft ales with a unique and regularly-changing beer offering, while participating local breweries around the UK will have unprecedented distribution ability.
“It means that the proverbial beer from Land’s End could easily end up being served at a bar located at the other end of the country.”
The partnership has already attracted support from SIBA members with breweries from England, Scotland and Wales signed up. The choice of beers available includes Castle Rock Harvest Pale, which was named CAMRA Supreme Champion Beer of the Year 2010, and Abbeydale Moonshine, recognised as Champion Beer of Yorkshire 2012.
Significant development
SIBA commercial director Nick Stafford added: “At SIBA we work to ensure independent brewers have the best possible opportunity to bring their goods to market so our partnership with Ooberstock is a significant development.
“Through its low-cost national network, local ales crafted by participating brewers will be available to independent outlets, no matter where they are located.”
Drinks companies already listed on Ooberstock include Heineken UK, Coca-Cola Enterprises, Britvic Soft Drinks, Budweiser Budvar, Red Bull, SHS Sales & Marketing, Highland Spring and Wells & Youngs, while more than 4,000 pubs, bars, clubs and hotels have registered for the service.
Four out of the five major spirit companies are expected to come on stream this summer, while wine from both Bibendum and Cockburn & Campbell will be available later this month.