Brewers Forum: Irish alcohol bill gives Europe’s brewers the jitters

Belgium – A spectre is haunting the European brewing industry. Called the Irish Public Health Bill, it will have an impact on the EU as a whole, one way or another. There is justified concern that it could push alcohol to the margins of respectability, so that it is treated in the same way as tobacco.

What is more, it could set a precedent that would be copied elsewhere.

Sometimes issues make their presence felt even if by unspoken agreement they are not discussed openly. Last year, the internal rift between craft brewers and Big Brewers reared up its head at the Brewers Forum. This year it was the Irish Public Health Bill. Although it was not addressed directly at the Brewers Forum, the annual industry gathering, which saw brewers large and small mill to Antwerp (3 to 4 June 2019), it still left its mark – from the fashioning of the conference programme to the performance of industry leaders.

Probably not wanting to add fuel to the fire, Jean-Francois van Boxmeer, the CEO of Heineken, gave the opening speech under the heading “Brewing Forward: It’s all about Europe”. In an address worthy of a prudent and conciliatory elder statesmen, he called for European unity in times of fragmenting political parties. He spoke of climate change and the various strategies brewers should adopt to save the environment. There was nothing untoward in his speech that could be interpreted as blatant industry lobbying. He certainly did not say anything that could scare his shareholders and make his share price suffer either. It was almost in passing that he mentioned the Irish law, which makes an explicit link between alcohol consumption and cancer.

Nothing is more worrisome to the brewing industry than being treated the same way as tobacco: from tobacco-style health warnings on labels (gory photos and all) to a ban on advertising and restrictions on sales.    

For years, the Irish government has been trying to push through legislation to restrict the promotion and sale of alcohol in Ireland. Under the Public Health (Alcohol) bill, outdoor advertising restrictions, a ban on cinema ads and alcohol brands on children’s clothing will come into effect in November this year.  Additional restrictions on the sale of alcohol will come in in three years’ time, and Minimum Unit Price will happen when Northern Ireland gets its programme up and running. This may take three to five years.

So far, the most controversial measure in the bill – health warnings about cancer on alcohol containers – has not been given a commencement date. Alcohol lobbyists have also succeeded in watering down some of the proposals, including the absolute segregation of alcohol from other grocery products in shops. But observers worry that the law marks the start of a trend, where alcohol is hidden away and bought furtively, just like cigarettes.

Wisely, the Brewers Forum put seminars on the role of beer in society as well as low-and no alcohol brews on the programme. But it is to be feared that many if not most craft brewers in Europe and elsewhere are still ignorant of the restrictions brewing in Ireland, and what they could mean to the whole industry even as the Big Brewers’ lobbyists work hard behind the scenes to prevent the worst. 

The organiser, the Brewers of Europe, a trade body, reports that 1000 delegates attended the Forum’s second instalment. More than 140 speakers took the floor. Speakers and participants included brewing professionals from more than 56 countries.

The next Brewers Forum will be held in Brussels during the first week of June 2020.