Words by Angela Cole

Many people have a love of beer, but a love of beer labels may be a little more niche.

But labology, as it is known, can also be an all-consuming passion that inspires a decades-long devotion for some.

Die-hard members of the Labologists Society recently chose Kent as the location for their 65th anniversary AGM, spending the day at Britain’s oldest brewer, Shepherd Neame, in Faversham, which is also a corporate member.

Though the long-running society has many members, around 40 like-minded label lovers made the trip in person from all corners of the UK to celebrate the auspicious occasion, which included a chance to see parts of each other’s collections, swap labels and take part in the eagerly-anticipated Label Auction.

So what inspires such an avid interest? Secretary Eric Doré, who has been collecting labels since 1981, laughs and says: “If you could find out what it is about old beer labels, can you let me know?”

“It is a very specialist hobby. But we also do an awful lot of historic research, so it is both aspects together for many of us.”

Treasurer Nick Drew, a chartered accountant by profession, adds: “I got into it at school. I used to write off to breweries as people used to do in those days. I thought I’d take the labels off and drink the beer. I then joined the Labologists Society but wasn’t an active member until I retired.”

Pre-war labels are especially prized and can sell for significant sums, but Eric adds: “The labels may have no intrinsic value. But it’s not that much different to fine art – we love them. Our members are here for the labels.”

Nick, who moved from collecting labels on bottles to just labels due to the space they took up, adds: “They are beautiful, some of them.”

A liking for a particular beer, or fond memories of past brews can also affect people’s collecting. Eric adds: “The quality of the beer affects people’s collecting but it isn’t just that. It is a big market – we have a big following on Facebook from all over the world, and auctions attract bids from all over.”

To mark the 65th anniversary, the society reproduced its original newsletter, which announced its foundation by saying: “Even apart from the Food and Drugs Acts, the label is now essential to buyer, retailer, wholesaler and manufacturer. Upon their production is lavished the skill of artists, engravers and printers, while every new refinement of art is quickly employed to render labels more attractive.

“Little wonder, then, that they have been for many years collected, and that several members of the society possess many thousands of specimens.”

It had been formed when three label collectors got together, originally with financial support from Guinness Exports Ltd, Liverpool, with the aim of uniting collectors worldwide.

But the term ‘labology’ had emerged a few years before, created by Guinness Exports as a PR stunt when it ‘dropped’ thousands of bottles across the Atlantic, Pacific and Indian oceans with numbered greetings.

Masterminded by Managing Director Colonel AW Fawcett, the company even insured itself against anyone cutting themselves on one of the broken bottles.

In 1959, it performed a second drop of 150,000 bottles inside which there was a scroll from ‘King Neptune’ promoting labology as a hobby. A hobby for thousands across the world was born.

Today, the Labologists Society is interested in developments in the world of beer labels, as well as in historical examples, as well as rare ones, with pre-war labels generating considerable interest.

Each year, members also judge a Label of the Year contest. Although there is no specific judging criteria, judges are looking for ones with ‘artistic merit’.

Oval-shaped labels are favoured, as are ones with brewery pictures on them, though Nick adds: “A good label should make you want to drink the beer!”

However, for Nick, being a coeliac has lessened the joys of drinking the beer. He awaits the production of more gluten-free beer with anticipation.

From the 32 entries, this year’s contest saw the George Shaw Brewery Co Ltd and Hook Norton Brewery Co Ltd taking joint first place, with third place going to Davenports Brewery.

An intense Label Auction led by auctioneer Peter Dickinson produced some fevered bidding, with particular interest centring on a full bottle of 2023 Coronation beer brewed by small Cheshire-based brewery Bridge Beers, which went for £50.

Shepherd Neame’s own labels, a display of which were on show at the AGM, rarely feature though Eric’s collection does include its labels from the Tercentenary in 1998.

The Kent brewer does, however, get top marks from the labologists today as one of the few still to be using wet glue to fix its labels, as opposed to self-adhesive labels, which are, apparently, harder to get off.

Although only a relatively small number of members were able to attend the event, the society has many more keen collectors who participate virtually.

To find out more about the society, and inquire about joining, email Eric Doré at secretary@labology.org.uk or click here.

You can also find out more by visiting the Labologists Facebook group.