Cask Ale Week was busy for a large number of breweries and pubs and obviously a huge amount of effort was required to make many of these events and activities happen.
We’re now getting feedback on what worked and what sort of impact all this hard work had on sales of cask ale. Please email me if you want to provide feedback from your business.
Draft House Pubs, London
Founder Charlie McVeigh reported an impressive increase in sales during the week of almost 40% for Draft House, a small group of pubs in London. The pubs ran a “Give us our Daily Cask” campaign, with all cask ales at the reduced price of £2.75 for the week. Promotional materials were available for the pubs and the managers also made extensive use of social media.
James Daley, General Manager of the Draft House Northcote in south London said that “Cask Ale Week was a great success for us. We already have a regular (and very socially diverse) cask ale customer base, so you’d have thought it would be hard to increase cask sales. But actually we managed a fantastic 30% uplift in sales.
“The campaign increased visits by regulars – and got them interested in experimenting. And the “Give us our Daily Cask” campaign proved popular with everyone – definitely helping convert some new people to cask. That’s men and women of all ages 20-80! With a selection of ales from porter to pale, and amber to blonde, there was something to suit all palates. At £2.75 a pint, people were keen to experiment – and they’re still coming back for more even now the Week is over!”
Thwaites: ‘Step Up to Cask’
Thwaites Brewery focussed on two key elements for Cask Ale Week, positioning Wainwright as the ‘stepping stone’ beer for new drinkers trying cask ale for the first time and pushing ‘choice’ by offering up a record number of cask beers.
Thwaites’ tenanted and leased pubs celebrated Cask Ale Week 2014 with an Autumn Beer Festival. Activated in over 50 of the tenanted and leased businesses, the beer festival consisted of sourcing guest ales from smaller breweries throughout the UK, and also promoting one of Thwaites’ own signature beers, Book ‘Em Danno. The festival enabled the brewery to support smaller breweries and gave tenants a greater choice of ales to promote during Cask Ale Week, alongside the 9 beers available for the wider business.
As well as the beer festivals, Thwaites took the message of Trial and Discovery to the Manchester Food and Drink Festival, under the banner of The Thwaites Tasting Room.
Thwaites Marketing Manager Lee Williams “Looking at the four weeks prior to Cask Ale Week, we’ve seen an uplift of around 12% for Wainwright, which is great news as its already one of the top selling cask beers in the country”.
The Ale Trail – Caskfinder App: Helping drive footfall into pubs.
During Cask Ale Week there were nearly 8,000 scans of the QR code on Cask Marque certificates on the Caskfinder App this was up 60%.