Cask Marque to launch "try before you buy" scheme nationally
Cask Marque is to launch its "try before you buy" cask ale promotion nationally following the success of its trial in Thames Valley pubs.
However, founder Paul Nunny has warned members that the results prove that pubs which do not push a range of cask ale promotions are contributing to the decline of the category.
A survey of pubs taking part showed that only 30 per cent ran a monthly or more frequent cask ale promotion. When JD Wetherspoon pubs were taken out of the equation, the figure fell to 16.6 per cent.
Mr Nunny said: "It's a very poor result. Promotions are an important sales driver in pubs, and lagers are promoted almost on a daily basis."
On the positive side, Mr Nunny said that Cask Marque was "very encouraged" by an increase in staff's understanding of cask ale in pubs running the promotion.
The Thames Valley trial gave 40 pubs the choice of running either a try before you buy or a money-back guarantee promotion on cask ale, using point-of-sale posters (see picture) and other support material.
Overall, 59 per cent of pubs reported a positive impact on sales, while pubs offering the money-back guarantee only provided two weekly refunds on average. Some Cask Marque members had been concerned that customers would abuse this offer.
"We're very pleased with the results of the trail and we're moving ahead with the national launch," said Mr Nunny. "One of the most encouraging findings was that 30 per cent of pubs reported an increase in understanding of cask beer by their staff. Many pub staff are young and may not drink cask ale. The promotion helps them to become more familiar with the product."
The offer also encouraged younger customers in the 18-24 year old age group to try cask ale in 20 per cent of the pubs taking part.
The Cask Marque try before you buy offer will be promoted to consumers in CAMRA's Good Beer Guide, at beer festivals, and at the BBC Good Food Show in November.
Related news:
Pilot Cask Marque trial comes to an end (26 April 2001)
Cask Marque asks for pubco support to boost ale in new initiative (14 March 2001)
