Belgian brewer makes its Marque on cask ale sector

Interbrew UK has reinforced its commitment to the cask ale sector by becoming the latest signatory to the licensed trade's independent accreditation scheme, Cask Marque.

The Belgian brewer, which produces Bass Ale and Boddingtons, is to invest £500,000 as it looks to raise standards of ale in UK pubs.

Over the next two years, up to 2,000 licensees who stock Bass Ale or Boddingtons will be sponsored by Interbrew once a quality audit of stockists has been undertaken by Cask Marque.

Graeme Mitchell, ales marketing manager at Interbrew, said: "Giving people a quality experience is now absolutely essential if licensees want to generate repeat business.

"This is particularly true with cask ale, because these drinkers tend to be very knowledgeable about beer and the major brands - so they expect a well-served product every time.

"We are giving licensees the opportunity to address the challenge of cask ale quality through participating in this highly respected accreditation programme which will help them build their cask business."

A recent survey of Cask Marque accredited licensees revealed that 92 per cent of respondents said that accreditation has benefited their business while 81 per cent have seen growth in cask ale sales.

Paul Nunny, director of Cask Marque, said: "We are delighted that Interbrew UK has joined Cask Marque as a corporate member and will use the Cask Marque name to promote training and beer quality to the licensee.

"Ultimately this will be of immense benefit to the consumer, because with the number of Cask Marque award-winning licensees increasing, their confidence in the quality of cask beer will grow."

New-look branded glasses for both Bass Ale and Boddingtons are also being introduced to the trade while, as part of the Cask Marque initiative, bespoke glassware and point-of-sale material will be offered to publicans once accreditation is achieved.