Cask Marque: Smoke ban will reawaken taste buds
Cask ale quality monitoring organisation Cask Marque has claimed the smoke ban in pubs has reawakened customers' taste buds.
Paul Nunny, director of Cask Marque, which has quality checked cask conditioned beer in over 4,000 pubs, said: "Smoking and a smoky atmosphere are known to affect the sense of taste and smell, but with our pubs now smoke free a range of new taste experiences await drinkers.
"This is why we are launching a Campaign for Great Taste, urging pub goers to try cask ale and making certain landlords serve the product to the highest possible standard. "A recent report" shows 25% of people surveyed expect to visit pubs more often following the smoking ban, rising to 32% of 25-34 year olds.
"This potential surge of customers, coupled with the 'return of the taste bud', means drinkers will be even more receptive to the unique tastes and aromas of Britain's large and growing range of cask ales."
Nunny's view is backed by academic Dr Steve Smith, principal lecturer at the Faculty of Business, Environment and Society at Coventry University, and lecturer on courses run by the Wine and Spirit Education Trust.
He said: "Studies have shown that smoke in the atmosphere affects people's sense of taste and smell. For this reason smoking is never permitted at wine tastings. "With the absence of smoke in pubs since the ban, many customers will now be able to fully enjoy tastes and aromas that they haven't been able to previously enhancing their experience of food and drink."
Cask ale is unique to the pub experience and only available on draught in British pubs. As drinkers become more aware of the aroma and taste of their chosen tipple, it is even more important that landlords serve their cask ales in tip top condition.
Paul Nunny said: "Beer drinkers have never had it so good. With a greater variety of styles and flavours than ever before, and greater quality control, there has never been a better time to discover cask ale, which is why we encourage all Cask Marque accredited pubs to operate a 'try before you buy' scheme. "But be warned. With a heightened sense of taste there will be no disguising a bad pint, so our message to publicans is clear pay close attention to how you store and serve your beer."
