Pubs urged to raise standards on real ale
Cask Marque has launched a new campaign in a bid to attract more drinkers to real ale and encourage pubs to raise standards.
The Campaign for Great Taste is being launched off the back of the smoking ban on the basis that smoke-free pubs are reawakening 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.
"A recent report shows 25 per cent of people surveyed expect to visit pubs more often following the smoking ban, rising to 32 per cent 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."
Paul'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.
Smith 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."
However Nunny warned licensees: "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."
LET YOUR TASTE BUDS DO THE TALKING
What are your revitalised taste buds telling you about your pint? Tips from Cask Marque assessors include:
'Tonic water' / Denotes a particularly bitter ale
'Citrus' / Strong hop content
'Toffee' or 'Horlicks' / A malty brew
Be wary of smelling or tasting any of the following - it could mean your beer is off:
'Plain yoghurt' / The beer has turned sour
'Over-cooked vegetables' / A sulphury ale
'Wet paper' or 'cardboard' / Stale beer, past its prime
