Unique deal hailed as start of new cask era

by Claire Hu Cask ale brewers will for the first time be given direct access to thousands of tied pubs under a new supply agreement launched by Unique Pub Company. The deal, between Unique and the Society of Independent Brewers, is being seen as an unprecedented opening-up of the cask market. SIBA claims it offers a lucrative oppor-tunity for small brewers, who, until now, have been excluded from the pubco sector by the tie system. Some 200 locally-produced casks from 70 SIBA breweries will be made available to 4,000 pubs in the Unique estate, with retailers having a choice of up to 20 depending on their location. Brewers will deliver directly to pubs after receiving orders via SIBA and SupplyLine, Unique's supply branch, and will have the chance to run marketing campaigns in partnership with retailers to press home the "local produce" message. Nick Stafford, SIBA's commercial director, said: "This could be the first step towards the smaller independent brewers gaining access to a wider marketplace which for years has been almost completely closed to them. "For the first time, we have access to an entire estate. "Pub companies are realising the potential of small brewers and this could really open the flood gates. "Everyone benefits ­ local pubs can get beer from a local brewer on a permanent basis and the growing consumer demand for local produce can be met." Both SIBA and Unique say the deal is in recognition of the fact that national distribution networks are not compatible with the efficient supply of locally-produced ales on a regional basis. Maurice Booth, Unique's SupplyLine director, said pubs would get a more efficient and cost-effective delivery service for ales and the company would benefit from sales growth. The new deal will replace SupplyLine's Cask Ale Club in March.