Beer to drive sales post ban
Hosts should not underestimate the impact good quality beer can have on driving profits after the smoking ban, according to cask-ale think tank Why Handpull?
The group, made up of seven brewers, believes pubs that simply focus on improving outside areas could pay the price when the ban comes in.
"Too many in the trade are focusing simply on sticking plaster solutions to the ban or ignoring the threat," said Marston's Beer Company managing director Alistair Darby. "The smoking ban is a reality. Those who don't act now to sharpen their whole offer are in for a nasty shock."
Research conducted in conjunction with Brulines showed that Cask Marque (CM) accredited pubs sold 20% more beer than non- accredited venues.
Pubs that cleaned their lines every week saw a sales growth of 2%, while those cleaning lines quarterly saw a decline of 9%. Previous quality studies have shown that over 50% of consumers leave a pub when served poor quality beer and over 60% never return or go less often. Pubs offering more than four cask ales saw a growth of 1.8%, but those offering none saw a beer sales decline of 6.25%.
"It is clear that the trade can minimise the impact of the ban by getting prepared, but at this stage there is rather more talk than action," said Darby.
"We believe that it is critical to improve your overall offer to consumers now, to ensure you get your beer range right, fix issues with quality and temperature and serve quality cask ale. Outside solutions that will appeal to smokers and non-smokers will be important, but simply adding umbrellas and gas heaters to a poor offer won't help."
l Business Opinion - p18
Cask-ale fact box
l 87% of Cask Marque (CM) accredited pubs passed a mystery drinker visit versus 47% of the rest
l 82% of CM accredited pubs score full marks on appearance versus 64% of the rest
l 94% of CM accredited pubs score full marks on aroma versus 80% of the rest
l 89% of CM accredited pubs score full marks on taste and 66% score full marks on temperature versus 32% of the rest
l 85% of consumers state good quality beer as a major factor in their choice of pub, above price
CUSTOMERS VOTE ON FAVOURITE ALES
Customers will vote this week for their favourite cask ales at 2,000 Cask Marque accredited pubs.
The organisation has joined forces with the Daily Telegraph to turn 2,000 pubs into polling stations featuring promotional beer mats that will act as ballot papers.
The Morning Advertiser is sponsoring the event, which will run until this Sunday. Voting levels are anticipated to be high, with 1,000 people enquiring about where to vote in the first 24 hours.
The promotion raises awareness of cask ales by offering £1 off vouchers and information about brands, which will greatly increase sales in an otherwise quiet period.
The country will be split into 10 areas to reflect the regional nature of cask-ale production.
The event will "champion cask ale and make many more people aware of the Cask Marque logo as a sign of quality", according to Cask Marque director Paul Nunny.
The Telegraph will name the 10 winners on Saturday in a special four- page supplement.
