Britain's Beer Alliance "Long live the local" by Havas London

Facing the impending risk of a beer tax rise, Britain's Beer Alliance has released a documentary detailing the real struggles of local pubs.

The 30-minute film follows East Sussex’s The Horns Lodge as the pub struggles to cope with financial taxes. It depicts quirky regulars, from The Naked Gardener and Miserable Mick, to "Nick "The Hat" and his wife, Cheesecake Lynn. Six minutes in, it abruptly cuts to a shot of the pub, revealing it closed its doors at the beginning of this year. It ends with a simple plea that stays on screen for the remainer of the 30-minute film: "Three pubs a day close their doors for good. Sign the petition to cut beer tax."

The documentary is accompanied by three shorter spots detailing the perks of pubs for local communities, live music and sport, as well as a content partnership with LadBible, social and digital activity and a poster campaign in football stadia. The work was written by Simon Connor and art directed by Stephen Cross, and directed by Chris Smith through Smuggler. Smith previously directed the Netflix documentary Fyre: The Greatest Party That Never Happened. 

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