Biz/ed - Wanna argument? Microbreweries: Brewing Up A Storm?

Wanna Argument?

Download and read the BusinessBalls article on real ale, from the sources of further information listed below. Summarise the 'market lessons' given in the article.
Much is made of the 'green'credentials of the microbreweries. Make a list of these, bearing in mind: local production, local employment, appeal to consumers interested in organic produce, and the protection of old hop varieties.
Which is the only European country to be able to boast that it only makes 'pure' beer? How is that country's policy regarded by the EU?
What other ways could small breweries be encouraged? Think of other government policy that could be changed to help.
What marketing tips could you offer the microbreweries to make their business a success? Hints: innovative distribution channels; healthy drinking campaigns; hooking up with the demand seen in recent years from the 'slow food' movement.
Find out about (and perhaps contact) your local brewery. Which of the three groups in the beer industry does it belong to (major, regional or microbrewery)? How does this brewery ensure that its product reaches consumers? What competitive pressures does it face?

Real Ale - article in Businessballs (http://www.businessballs.com/realale.htm)
Duty Calls for Microbrewers - Society of Independent Brewers Association (SIBA) article (http://www.siba.co.uk/news/news_item.asp?NewsID=205)
Save Gales Brewery - campaign Web site (http://www.savegales.org.uk/)
Campaign for Real Ale (http://www.camra.org.uk)
Slow Food - BBC article (http://www.bbc.co.uk/food/food_matters/slowfood.shtml)
The Brewing industry - Intute directory of Web sites on the brewing industry (http://www.intute.ac.uk/healthandlifesciences/cgi-bin/browse.pl?gateway=agrifor&id=65008)
The UK Beer and Pub Association (http://www.beerandpub.com/)
'Reinheitsgebot' - Wikipedia entry on German beer purity law (http://en.wikipedia.org/wiki/Reinheitsgebot)