Sales of St Austell beers increase 20%

By The PMA Team

- Last updated on GMT

Related tags: St austell, Volcanic ash

St Austell managing director James Staughton and head brewer Roger Ryman toast success
St Austell managing director James Staughton and head brewer Roger Ryman toast success
Cornish brewer and retailer St Austell has reported that sales of its own brews are up 20% so far in 2010. The company is investing in new...

Cornish brewer and retailer St Austell has reported that sales of its own brews are up 20% so far in 2010.

The company is investing in new equipment that will allow it to complete three brews a day — a decade ago it was completing just three brews a week.

To keep up with demand the brewer acquired 1,000 new casks in February, with a further 1,000 arriving this month.

Last month, St Austell also expanded its visitor centre to include a large wine warehouse, with an expansion of its Hick Bar and dining area upstairs to 75 covers.

The company also received a boost from the travel disruption caused by the volcanic ash cloud. Barbara May, general manager at the company's Great Western Hotel, said: "We had guests that were meant to be in Lanzarote and Cyprus staying with us. Late bookings rocketed by 40%."

In April, St Austell also launched a reward scheme for staff in the managed estate.

Pub and hotel staff earn themselves points through customer feedback and sales, which can be redeemed from a list of rewards.

During April, all 700 staff in the managed estate attended Mile All Round workshops run by the training department.

The company will also be running an authentic Cornish pub at Glastonbury as part of the festival's 40th birthday anniversary. Managing director James Staughton is currently celebrating the completion of a decade in charge of the company.

Asked about major achievments during the decade, he said: "First and foremost the transformation of the reputation of the brews.

"When I joined the brewery not even the guys working in the brewhouse would drink the ales they brewed. Hitting the 50,000 barrels-brewed milestone has been very special."

Related topics: Legislation, Beer

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