Cask ale an untapped opportunity for UK on-trade

14th March, 2017 by Lauren Eads

Carlsberg UK has released its 2017 Tapster’s Guide to British Cask Ales in an effort to help pubs and restaurant better promote the category, after The Cask Report 2017 found that 60% of people felt pubs didn’t offer sufficient information or tasting notes for cask ales.

Carslberg UK’s 2017 Tapster’s Guide to British cask ales

Of those surveyed, 90% said they wanted to know more about cask ales, which according to Paul Waller, director of third party brands at Carlsberg UK, said highlighted not only a huge opportunity for growth within the category, but a lack of education in the UK on-trade to offer sufficient information on the category.

Cask ale, often referred to as real ale in the UK, is unfiltered and unpasteurised beer which is conditioned and served from a cask without additional nitrogen or carbon dioxide pressure. Currently, 82% of licensees say their cask ale sales are in growth, with cask beer currently available in 72% of pubs, with the market worth £1.7 billion, according to the Cask Report 2017.

Carlsberg UK’s 2017 Tapster’s guide is free and features 82 of the UK’s leading cask ales from large to small craft brewers, including premium bottled ales and bag-in-box cider, as well as recommendations for the handling of cask ales, cellar management tips and food pairing advice.

This year, six new permanent brews have been added to the brochure including ‘Monty Python Holy Grail’ from Black Sheep Brewery, ‘Gem’ from Bath Ales, ‘Bob’ from Wickwar, ‘Guardsman’ from Windsor & Eton, ‘Reedlighter’ from Woodforde and ‘Peaky Blinder Pale Ale’ from Sadler’s.

“This year’s Tapster’s guide has been designed to empower publicans with the knowledge and insight they need to execute a successful cask ale offering,” said Waller.

“We have listened to feedback and placed a greater emphasis on selecting and promoting a range that can be tailored to any venue. We’ve also increased our popular monthly deals, giving more control to on-trade premises to provide the choice and variety that we know consumers seek out – and serve it perfectly every time.”

The award-winning guide to cask ale in the UK on-trade also highlights opportunities for licensees, advises on the right selection, identifies opportunities for growth and tackles common problems or issues publicans may face, providing solutions and best practice tips.

You can download a copy of this year’s guide here.

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