Publicans and pub managers are being offered the first Fairtrade cask beers which are being launched by two companies – Fairplay Ale from the Freeminer brewery and William Wilberforce Freedom Ale from the Westerham brewery. A growing number of pubs now offer Fairtrade tea, coffee and other products, but this is the first time draught beer has been available.

The Freeminer brewery, in the Forest of Dean, Gloucestershire, has brewed Fairplay Ale using hops from Europe, malt from the UK and finest Malawian 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,” says 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, Gloucestershire, is already offering its customers Fairplay Ale and sales are going well. Mick Robinson, the pub’s owner, says:  “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.”

He adds: “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.”

The Westerham Brewery is launching William Wilberforce Freedom Ale during Fairtrade Fortnight. Initially the beer 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 says 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 25th March 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.

Pubs also serve other Fairtrade certified products. Sam Smith’s pubs offer Fairtrade orange juice. Pubs are also continuing to switch to Fairtrade hot beverages. The Orchid Group, the fifth largest managed pub retailer in the UK, is planning with Fairtrade coffee specialists Cafeology to roll-out Fairtrade coffee, hot chocolate and tea across its portfolio of 300 pubs, bars and restaurants in tandem with a multi-million pound investment strategy to redefine the pub and leisure market. 

This switch has been successful for the Slug and Lettuce chain. Jason Danciger of the chain, which introduced Fairtrade coffee two years ago said: “We have had a significant amount of positive feedback from our consumers since we started to introduce Fairtrade coffee. This has given us invaluable brand loyalty and an opportunity to further share our passion about food and drink with our consumers. Coffee sales have increased and the quality has remained consistent. Introducing Fairtrade coffee was the right choice both morally and commercially.”

A Fairtrade Quiz can be used to add a special Fairtrade round to the best pub quizzes. For more information click here