Managed pub group TCG has grown its cask beer sales by more than 45 per cent during its month-long Proud of Our Ale campaign. More than 100 different cask beers were sold by the 60-plus TCG pubs and bars taking part in the event, which ran throughout October.
TCG worked with Cask Marque to ensure that outlets new to the cask beer market served ales in top condition, and many venues have now permanently increased the range of cask beers on the bar in response to the strong customer demand.
TCG chief operating office Nigel Wright said, “Proud of Our Ale has been a great success. More customers are now aware of their local TCG pub as somewhere to enjoy a good pint of cask ale, and more of our pubs are stocking a wider range of cask brands.
“Cask ale is outperforming the total beer market, and is unique to pubs, so building our cask credentials puts us in a strong position. A well-kept pint of cask is one of the key quality indicators that customers look for, and is an important part of our drive to make each of our venues the best of their kind in their local market.”
The Proud of Our Ale promotion saw TCG pubs spotlight ales from Welsh brewer SA Brain, as well as local beers sourced through the SIBA DDS programme. Customers could download loyalty cards from Facebook, giving 25p off a pint, while CAMRA members could claim a 20% discount by showing their membership card.
Matthew Williams, manager of the Sefton Arms in St Helens, Lancashire, said: “Many of our customers came in to try new beers, and the loyalty cards kept them coming back. We also had a very good response from the local CAMRA branch. Members came in regularly through the month to use their discount, and the branch is now planning to hold a meeting here.”
TCG pubs also served Beer Tapas to more than a thousand customers, with the choice of three different cask beers in third-of-a-pint glasses served in a special tray proving very popular. Simon Eaton, manager of the Hop Poles in Hammersmith said: “We have quite a few overseas visitors in the pub, and they were very interested in trying the Beer Tapas as a way to sample different British ales.
“Many of our regulars also picked up CAMRA membership forms. It’s great to show customers that we are, indeed very Proud of our Ale.”
Brett Sanders, manager of the Golden Fleece in Chelmsford, Essex, said: “We had a good range of beers from local brewers on through the month, changing regularly, which went down very well. We increased our volume of ale sold across the month by 80% and received fantastic feedback from our customers. We’re now planning a run a beer festival in the New Year.”
The promotion helped venues which would not normally expect high cask sales to build trade. The Pit & Pendulum, a busy town centre venue in Nottingham, more than quadrupled ale sales, and has moved from stocking one to three cask beers permanently. Manager Danny Williams said: “We asked customers to vote on Facebook or in the bar for the ales they wanted next, so every beer was there by customer demand.
“What’s interesting is that they showed a clear preference for darker, fuller-flavoured beers such as Brains’ Reverend James, and Hobgoblin. We’re going to keep the Beer Tapas on sale permanently because it was so popular.”
David Lllewellyn, SA Brain national account manager said: “We worked closely with TCG and Cask Marque, and the effort and enthusiasm shown by managers was overwhelming. Collectively we made Proud of Our Ale something that cask ale drinkers across the country took notice of.
“Through the on-going support we offer, and the introduction of new beers into the portfolio, TCG pubs are now confident about stocking a wider range of cask beers, and we’re working with managers to ensure they have the right ales for each pub.”
About TGC Pubs
- TCG operates a diverse estate of almost 100 managed pubs and bars nationwide.
- The business has a strong foothold in London, with high-profile sites such as the flagship Tattershall Castle floating bar and restaurant on the Embankment.
- The estate stretches across the country from Aberdeen to Newquay, and from Cardiff to Norwich. It includes late night bars, community and sports locals, student venues and quality town centre pubs, as well as a number of trading formats, such as the Henry’s Café Bar brand, Eerie Pubs and the recently launched King’s Feast food concept for community pubs.
- Each pub or bar aims to be the best of its type in its local market by focusing on its customers’ needs and delivering the highest standards of service.
- For more information visit the company website at www.the1440.co.uk