In a recent NOP Survey, 57% of cask ale drinkers recognised the Cask Marque plaque and 62% related the sign to beer quality.
Interestingly, awareness is higher; 67% in the 21 to 44yr old category, which must in some part be due to the CaskFinder app, which is used over 60,000 times per month to find Cask Marque Pubs. The app also offers the opportunity to join the World’s biggest Ale Trail and so far, the Cask Marque certificate in Pubs has been scanned over 30,000 times to record visits.
The region with the most awareness of Cask Marque is the West Midlands; 75%, followed by the South West; 68% and Yorkshire and Humberside; 65%. The lowest awareness was in Scotland; 40%. This awareness has a significant effect on footfall in Pubs, as indicated in the Licensee Survey undertaken in 2012, which showed that:
88% of Cask Marque Licensees have seen an increase in Cask ale sales since accreditation
98% of Licensees would recommend the scheme to other Licensees.
Paul Nunny was delighted with the results “It is particularly pleasing that our licensees through the survey have stated that the accreditation increases cask ale sales. We are all in a commercial world and today quality is a key component of retailing success.”
Miles Selby, head of purchasing at Stonegate Pub Company said “As the popularity of cask ale continues to grow within our estate it is important to have a badge of quality that consumers can recognise and trust. Over 85% of the Stonegate cask ale houses have Cask Marque accreditation and the performance of cask can be partly attributed to the award. When an assessor visits from Cask Marque, as well as checking beer quality, they also undertake a cellar audit, ensuring that all elements in the serving and dispensing of cask ale are checked and verified”