Liberation Group has been shortlisted in two categories in a major new industry awards scheme.
The British Beer & Pub Awards have been launched this year and Liberation Group has fought off strong opposition from the nation’s brewers and pub companies to become finalists in both the Beer Champions and Pub Champions categories.
The Awards have been introduced by the British Beer and Pub Association to recognise the contribution made to the sector by both individuals and companies. The categories will be judged by an illustrious panel of judges drawn from the industry, the media and politicians.
The judges looked 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.
Paul Hurley, Head Brewer at Liberation Brewery that produces award winning ales at its Longueville, Jersey headquarters, said: ‘We produce Liberation Ale and all our other seasonal ales at the most southerly and one of the smallest breweries in Britain. We are a very small team but we are completely passionate about everything to do with beer, from the way it is produced and tastes to what it is called and how it is packaged. This award recognises quality in those areas and to be shortlisted is a terrific result for the brewery and the whole team.’
The judges were looking for companies that have worked to make sure that one of Britain’s greatest assets, its pubs, remain a national treasure for future generations. In particular the panel wanted to see evidence that companies have invested in their properties and people, how they have developed their food offering and a consistent and effective marketing strategy.
Liberation Group runs 69 pubs across the Channel Islands and has been pursuing a strategic programme of acquisition and refurbishment for the past three years, with industry leading staff training schemes and award-winning PR and Marketing campaigns.
Liberation Group Chief Executive Mark Crowther said: ‘We are a commercially minded business that has shareholders, employees and partners to consider, and we invest in our property and our people to make sure we offer the best experience to the customer, while earning a market leading return for our investors. But above all, we are totally proud of what we do and who we are and being shortlisted in this category is reward for the effort of the whole company in being as successful as we can be in what remain challenging times.’
There are just four award categories and the winners will be announced at the British Beer and Pub Association Annual Dinner held at the London Mariott Grosvenor Square next Wednesday. The event will be hosted by Gyles Brandreth and is attended by industry leaders, Parliamentarians and key media figures.