Awareness of Cask Marque grows in the UK21st January, 2013 by Andy Young
A recent NOP survey of cask ale drinkers has shown that 57% recognise the Cask Marque plaque and 62% relate the sign to beer quality.
The survey also showed that awareness is higher in the 21 to 44-year-old category, where 67% recognise the Cask Marque.
In a statement Cask Marque put that increased awareness, in some part, down to the CaskFinder app, which enables users to find Cask Marque pubs and is used over 60,000 times a month.
Paul Nunny, director of Cask Marque, was understandably delighted with the results, he said: “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.”
The West Midlands has the highest percentage of people who recognise the sign, according to the survey, with 75% awareness, followed by the South West with 68% and Yorkshire and Humberside with 65%. There is still some work for the Cask Marque to do in Scotland, which had the lowest awareness at just 40%.
A Licensee Survey carried out in 2012 showed that 88% of Cask Marque licensees have seen an increase in cask ale sales since accreditation and that 98% of licensees would recommend the scheme to other licensees.
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.”
There are over 8,300 licensees with the Cask Marque award, with pubs having to pass two unannounced inspections to qualify. Each cask ale on sale in the pub is tested for temperature, appearance, aroma and taste.