Liberation Group, the Channel Islands leading pub, bars and drinks business, has scooped another major industry award.
Last night, at the British Beer and Pub Association dinner, the company was crowned Beer Champions in front of industry peers and influential journalists.
It is the first time the accolade has been awarded and Liberation Group was chosen over heavyweight industry competitors including Heineken UK, Thwaites and Carlsberg UK. In its submission Liberation Group described how it has encouraged Channel Island drinkers to appreciate beer again, through its extensive range of ales produced at the Liberation Brewery in Jersey.
Liberation Group Chief Executive Mark Crowther, who collected the award at London’s Mariott Grosvenor Square, said: ‘The British Beer and Pub Association is one of the industry’s most influential and important organisations. Anyone who is anyone in the pub industry attends the dinner, including politicians and some of the country’s most influential trade writers so, to collect this inaugural award in front such a distinguished audience was not only a moment of great pride for me, on behalf of everyone at Liberation Group, but for the Channel Islands as well. It certainly proves we are able to compete on the national stage and are punching well above our weight.”
In the Beer Champion category the judges were looking for companies that have successfully used their resources to advertise, innovate and celebrate beer, and in their assessments considered the standard of promotional material, social responsibility, environmental awareness and commercial innovation.
Liberation Group was a runner up in the Pub Champion category.