Managed operator TCG saw a stronger than anticipated uplift in cask ale volumes in its young persons’ bars and pubs during October, when it ran its third ‘Proud of Our Ale’ campaign to boost the profile of ales across its estate.
Younger customer base
Volumes increased by an average of 25% during the month-long promotion in the 53 participating TCG sites, which included a number of bars and pubs with a younger customer base, as well as pubs with an established cask ale trade.
All pubs and bars taking part offered an expanded range of cask ales for the month, a collector card to encourage repeat purchase, and a discount for CAMRA members. Many also offered ‘beer tapas’, serving three different third-pints in a wooden tray, as a way of tempting drinkers to try new ales.
Bringing in customers to the pub
Chief operating officer Nigel Wright said, “Proud of Our Ale has proved a very effective way to grow our cask business. Cask ale is one of the few products that’s unique to pubs, so it brings in customers who have to come to the pub rather than buy it in the supermarket and drink at home.
“We’re especially pleased to see strong performances from sites that don’t attract the traditional cask drinker: if we can turn these younger consumers onto ale, and persuade them to come back to their local TCG pub or bar to enjoy it, it gives us long-term customers.”
One such pub is the Blackbirds in Hertford, which attracts older customers during the day and a younger crowd in the evening. General manager Paul Eastwood said:
“Our younger drinkers really enjoyed discovering cask ale; they tried the different styles we put on and completed their collector cards to claim their free pint. The Hobgoblin and Ghost Ship went down really well, as we tied them in with our Halloween celebrations, and our local brewery Red Squirrel was also popular.
“We converted quite a few from lager to cask ale and they still drink it now, especially when we’re selling a beer that they tried and enjoyed during the promotion.”
A hit with tourists
In several of TCG’s London pubs, Proud of Our Ale was a hit with tourists. At the Comedy Pub, off Leicester Square, general manager Raul Dolores said:
“A pint of cask ale in a traditional pub is part of the London experience for most tourists. It’s a new category for them, so they need help choosing their beer, which we’re happy to provide. This time, we promoted a ‘Cask Ale of the Week’, with a simple tag on the handpull, which worked well.”