IN a town often criticised for its lack of identity, Arkell's is a treasure we should cherish and protect.

It is one of Britain's oldest independent breweries and its beer has been enjoyed by Swindonians for more than 150 years.

Arkell's association with the town is something it never takes for granted.

That is why when Chancellor Gordon Brown provided breweries with a tax incentive, it decided to pass the benefit onto its customers.

Arkell's beer will drop 5p in price from June 1, giving it an advantage over the corporate beers and lagers brewed in enormous quantities and available internationally.

We welcome today's bold move by Arkell's, and hope it will encourage more people to give one of Britain's best pints a try.

As a Swindon brewery we should all feel a loyalty to the brand.

If it is to survive and flourish as an independent entity, it must be able to fight off the threat of big breweries.

Its price reduction, together with the marketing of the new Jubilee Ale, should ensure a successful and profitable summer.