Cask Ale Week gets under way
IFBB launches country-wide initiative to grow ale sales
Thousands of drinkers are expected to try cask ale for the first time as a result of the new campaign by the Independent Family Brewers of Britain (IFBB).
Cask Ale Week is running from September 17 until September 23 and will include in-pub promotions, brewery tours, beer festivals and tastings, among other things.
Many of the brewers that are members of the IFBB are getting involved in the promotion in an attempt to raise the profile of cask ale and encourage people, particularly younger drinkers, to try it.
Dorset-based Hall & Woodhouse is taking the week very seriously and is actually banning sales of wine in its pubs while Bedford's Charles Wells is recommending different ales to be drunk with meals.
Suffolk-based Adnams is offering free drinks to passengers travelling on trains out of London's Liverpool Street station and Wiltshire's Wadworths and Cornwall's St Austell are offering free pint vouchers.
The promotion comes just weeks after the Campaign for Real Ale (CAMRA) launched its 100 per cent NaturAle campaign at the Great British Beer Festival.
CAMRA's new advertisements feature nude models draped in hops to tempt younger drinkers to try cask ale.
Manchester brewer Hydes is hoping to win over the younger market with its offer of buy a half and get a full pint, which is only available to students.
London-based brewer Fuller, Smith and Turner is specifically targeting the under-35s. It is running a "try before you buy" promotion and using models who will tempt drinkers with vouchers for free drinks.
Young's, also based in London, is offering beer at £1 a pint for the first time since the 1980s, for an hour each day.
William Lees-Jones, spokesman for the IFBB, said: "We will be looking to promote the craftsmanship, quality, passion and pride that goes into producing cask ale, while focusing on the regional qualities that exist and the flavours which make cask ale such a unique product.
"Sales of cask ale in many IFBB pubs have been bucking the national trend by continuing to rise. We need to stimulate growth in the whole market and encourage even more people to seek out the choice and quality offered in British pubs."
What's on offer?
Adnams and CoPromotion with Anglia RailwaysArkell's BreweryBrewing a special beerGeorge Bateman and SonsFree beer for tenantsElgood and SonsLaunch of new pump clip and "be a brewer for a day" competionEverards BreweryCustomers who visit three pubs and buy five pints will receive a pint glass and certificate. Top 20 tasting notes win a brewery tourFuller'sPromotional girls offering free pints. Try before you buy promotionHall & Woodhouse"Stop wining and start badgering"- banning wine for a week in certain pubsHarvey and SonsLocal beer festivalsHydes Brewers5p from each pint goes to charity. Students can buy a half and get a pintJennings BrothersBuy eight pints and get a free glass or t-shirt. Meet the brewer and cooking with beer promotionsJW LeesMystery customer visits (£5 reward if cask ale recommended). Ale trail walk.TD RidleyIn-pub promotionsRingwoodIn-pub promotionsSt AustellFree half pint vouchersShepherd NeameLocal beer festivals and brewery open dayWadworth and CoLocal paper running free pint vouchers. Competition to win a firkin. Tutored tastingsCharles WellsRecommendations for beer with foodYoung and Co£1 per pint for one hour per day
