Admiral Taverns is to roll-out an exclusive scheme to provide each of its licensees with a cask beer unique to their pub.
The tenanted pub company has teamed up with national brewer Marston’s to offer the service to all its licensees – after an impressive pilot saw more than 1,000 firkins of beer – that’s 72,000 pints – poured in Admiral venues.
‘Brewed for you’ scheme
The ‘Brewed for You’ scheme gives Admiral Taverns licensees the chance to offer a uniquely-presented beer to their customers, with a personalised bespoke pump-clip that either takes the pub name or relates to the pub in some other way.
The concept, which initially started as a trial in selected pubs earlier this year, received so much positive feedback from licensees and from within Admiral, that Brewed for You has been made a permanent part of the award-winning pub company’s licensee support package.
Engages with customers
Admiral Taverns CEO Kevin Georgel said: “We’re delighted with the success of the scheme, which has really taken off with our licensees. It has created a real talking point; serving a beer unique to the pub is proving a fantastic way to engage with customers. Many of our participating pubs are seeing a significant uplift in sales, which is what it’s all about – genuine business-building support for our licensees, which gives their customers more to reasons to visit.”
Naming the beers
In addition to adopting the actual pub, inspiration for naming the beers in the bespoke Brewed For You scheme is also stemming from pub sports teams, the licensee’s name and from customers’ nicknames.
The scheme is based on a classic 3.6% ABV English bitter. The turnaround time – from a licensee order to the beer and unique pump-clips being delivered to individual pubs – is just four days.
Julie Pringle of the Scotch Piper in Lydiate (Lancashire) was one of the first Admiral pubs to take ‘Brewed for You’ beer. She said: “As the Piper is one of the oldest inns in Lancashire, dating back to 1320, we called our beer ‘1320 Piper’.
“It’s been nothing short of fabulous – the best thing is that it creates a talking point and is unique to our pub. It’s a really good-quality