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BEER: REAL ALE
UK ON-TRADE: CASK ALE
states that licensees looking for
Source: CGA Strategy
any available win may lead to the
Q2 07 Q2 08 % change following: outlets adding too
LAD (hectolitres) 21,693,530 19,875,226 -8% many hand pulls onto the bar;
Total beer (hectolitres) 19,379,137 17,659,514 -9% outlets that do not know how to
care for the product adding it to
Sub-category their portfolio anyway; and not
Q2 07 Vol beer brrls Q2 08 Vol beer brrls % change enough volume to justify stocking
Draught cask ale 2,370,626 2,261,498 -5% policy. “These factors would have
minus the “Big 4” 1,982,628 1,939,318 -2% a detrimental impact on the
(InBev, Coors, S&N, and
quality of the product,” says Tate.
Carlsberg)
“But there is the opportunity for
suppliers to help educate new
Q2 07 Val (£m) Q2 08 Val (£m) % change
stockists of the category in care
Draught cask ale 1,494 1,473 -1
and maintenance.” He goes on to
minus the “Big 4” 1,270 1,281 1
add that the most common trend
and recommendation would be to
have “two active cask hand pulls
cask ale report The Intelligent findings. Having a pint of good cask with one super regional tried and
Choice, there is proof that
FRESH, LIVE CASK
ale in a pub is an experience that trusted brand, with the second
establishments offering cask ale do cannot be recreated at home. Also, pump used on rotation for local
fare better. The research points to
ALE CAN ONLY BE
pubs that do offer cask ale tend to micro brewers”.
the fact that pubs with well-kept
FOUND IN PUBS.
create positive associations in a Real ale should be tasted. Once
cask ale have seen trading growth consumer’s mind, as keeping cask it is, the people who champion
of 14% year on year, compared to IT’S AN IMPRESSIVE ale is not an easy thing to do. its cause believe there is no going
a fall of 2.5% for pubs of a similar
POINT OF
“Fresh, live cask ale can only be back. Converting those stuck in
ilk that had no cask ale. found in pubs,” says Marston’s the world of big-brand lagers is
CGA Strategy, a market
DIFFERENCE AND
Ward. “It’s an impressive point of no easy task, as when they are
intelligence agency that specialises difference and one that exposed to nothing but these for
in the UK on-trade, has similar
ONE THAT CAN PAY
can pay dividends if it’s looked the most part, it is rather difficult
figures relating to the effective
DIVIDENDS IF IT’S
after properly. It can’t be replicated to break the stranglehold.
nature of cask ale. Along with a host anywhere else.” Theakston agrees: However, with new bottle designs,
of other sources, Brown consulted LOOKED AFTER “Licensees see cask ale as a way point of purchase education and
CGA for his report. “With the total
PROPERLY. IT CAN’T
of getting across the quality of national retailer support, the
beer in decline of -9%,” says CGA the house, and it can be a category is definitely being
head of insight Phil Tate, “the
BE REPLICATED
barometer of how houses are run.” opened up to a new generation of
respectable figure of -5% for cask
ANYWHERE ELSE
This issue of quality and care is a drinkers. If the trends revealed by
shows the positivity behind the vital one though, as pubs have to The Intelligent Choice and CGA
category at present.” (See table.) make sure they look after cask ale Strategy continue in a similar
However, what Tate refers to as a properly. “You can’t store food or vein, there are definite grounds
“headline view” actually hides what cardboard boxes in cellars near cask for optimism for both real ale, and
he regards to be an even more ales,” says Hall & Woodhouse’s on a wider scale, the institution of
positive story. “If we remove the big Payne. “The quality is so important. the British pub. The idea of a
four brewers,” he continues, “the We have two full-time beer stereotypical real ale drinker,
category is actually only in -2% quality auditors that check often cited as a reason for
volume decline with a +1% on all the pubs serving avoiding the product, is gradually
value increase. With the our ales, and we being worn away, and a new
market in an award those doing profile of real ale enthusiasts is
unprecedented level of well with a gold emerging. In the last decade,
churn, any category that Badger emblem.” provenance, the environment,
can offer licensees a value CGA’s Tate adds authenticity, tradition and taste
upturn will be extremely welcomed.” to this note of caution by warning have all contributed to the growth
There would appear to be two against seeing cask ale as a of Britain’s national drink. Long
major reasons behind these catch-all solution to pub woes. He may it continue. db
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