South London brewery is doing more to encourage the electorate to vote, and comply with new photo ID rules, than the Tory Government that introduced the changes
Yes We Cans!: Brixton Brewery has changed its branding for its canned beer to encourage people to vote
It used to be said that some people drank to forget.
Now an enterprising beer business in south London is trying to encourage people to drink to remember… their voter photo ID for the elections coming up on May 2.
Recent polling by YouGov suggests 1-in-10 of Londoners still don’t realise that they will need photo ID in order to be able to vote in a General Election, while 25% remain uncertain what form of photo ID will be acceptable at polling stations come May 2 and the London Mayoral and London Assembly elections.
Now Brixton Brewery is bringing “Snappy Hour” to a London pub, installing a free photo booth to assist their customers in getting properly equipped to ensure they get to exercise their democratic duty.
The photo booth will be available between 6pm and 10pm on March 27 and April 3 at Vaulty Towers (the old Spanish Patriot) at 34 Lower Marsh in Waterloo.
The public information campaign about the voting changes being conducted by Brixton Brewery is more than the Government has done.
They have good reason to, as well. The research they commissioned found that almost three-quarters (73%) in London don’t know what electoral system is used in Mayoral elections (the Tory Government has changed it, to a less-democratic first-past-the-post).
Xochitl Benjamin, the co-founder of Brixton Brewery, said, “It’s clear that many voters are frustrated and disillusioned in mayoral regions – our research found 2-in-5 think that their vote doesn’t matter, which is really shocking.
“Brixton has a long history of sparking change, and Snappy Hour, which forms part of our ongoing ‘Yes We Cans!’ campaign, is our way of putting the power to as many people as possible and saying cheers to making a difference, one vote at a time.”
For those without the accepted forms of photo ID, the deadline to apply for Voter Authority Certificates is the April 24. The Brewery’s research found 52% of those in regions with mayoral elections say they are not confident they’d know how to apply if they needed one.
To help with electoral education, Brixton Brewery has launched a limited edition run of rebranded cans of its best-selling beer, Reliance Pale Ale, renamed “Yes We Cans”.
Each can has a QR code which directs people to a website where they can find out more about changes to the election process and further details about Snappy Hour. Informational coasters have also been created for pubs to help educate the electorate.
The cans will be available for free at the pop-up events and sent via Brixton Brewery’s website in place of Reliance Pale Ale to drinkers across the country between now and the elections on May 2.
Read more: 44 days to go: register and get photo ID for May 2 elections
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