Pubs must focus on ale quality say top brewers

by Rosie Davenport

Pubs need to put more focus on serving quality ale in peak condition to attract new customers and increase prices.

That's the consistent view of leading brewers in the market interviewed by the Morning Advertiser for a major report into the future of ale to coincide with next week's Great British Beer Festival (GBBF).

According to market analysts AC Nielsen, a 'huge effort is needed on presentation, temperature and quality to drive growth in the cask ale arena.

Encouragingly for licensees, brewers pledged to beef up their efforts to educate staff about cask ale.

Sue Thomas-Taylor, marketing director for Greene King's brewing and brands division, which claimed to be investing heavily in marketing and training, said: 'In terms of commitment, brewers have to work really hard in seeing the licensees have interest and passion in real beer, and then communicate that to the public. Quality is all-important.

Jaclyn Bateman, marketing director at Batemans, predicts that prices can increase to reflect the heritage of ale 'but only so long as the offering also continues to improve.

Brewers also acknowledged the importance of marketing, with many outlining plans to significantly ramp up their support.

Richard Everard, chairman of Everards, said the brewery would spend the equivalent of £20 in advertising on every barrel over the next five years, while promising not to 'make the mistake of national cask brands by trying to be dominant nationally.

The Morning Advertiser has teamed up with the Campaign for Real Ale to offer readers free tickets to the GBBF at London's Olympia next week. To get your hands on one of five pairs that are up for grabs just phone the MA on 01293 610343. The first five readers to call before 5pm tomorrow (29 July) will win the tickets.

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