“CASK ALE WEEK 2102 – ONLY IN BRITAIN, ONLY IN PUBS!”
A MASSIVE OPPORTUNITY FOR OUR INDUSTRY
The date of this year’s Cask Ale Week has just been announced. It takes place from 28th September to 7th October and is following the Try Before You Buy theme. It has a new strapline – Only in Britain, Only in Pubs!
“The theme and the strapline are aimed to attract people back into pubs,” says Paul Nunny, director of Cask Marque, which is steering this year’s event, “as well as to get people sampling our national drink. They should help pub operators use their unique selling point to drive footfall and also provide a great platform for brewers to talk about what differentiates cask ale from the other beers on the bar and the supermarket shelves,” he says.
“There is still a huge gap of knowledge in the industry, let alone among the general public, about what makes the beer from a hand pull special. Cask Ale Week, dedicated to raising the profile of cask-conditioned beer, can help plug that gap in knowledge, and entice drinkers back through the doors of their locals.”
Brewers and pub companies are pledging to make the most of the opportunities and Paul says that there are some great initiatives up the sleeves of the best pub and brewery businesses.
“The main motivating factor for involvement is of course to benefit their own ale brands and pubs, but in the process, companies are also supporting our sector, making sure that pubs remain at the heart of British culture and life.
“CAMRA has pledged its help, so pubs can appeal to local branches for support with events and activities. The IFBB is also putting their weight behind the campaign.
“By making Cask Ale Week into a real celebration, an extension of all the2012 Summer activity in the country, between us all we can make a real impact.”
The Caskfinder App, which has 50,000 uses a month, will also be used to drive trade into pubs participating in Cask Ale Week, and prizes for pubgoers using the highly successful World’s Biggest Ale Trail will be doubled during the Week. A Cask Ale Week website aimed at consumers will be up and running in August. In the meantime, the whole trade is being asked to get the dates in the diary and to commit to doing one visible thing to support the event. As Paul points says,
“If you’re interested in the future of local communities, you should be interested in the future of pubs, and if you’re interested in the future pubs, you should be interested in the future of cask ale.”
Further info: Frances Brace
Red Flame Communications