Mitchells and Butlers trials Cyclops Beer scheme across 20 pubs

By Michelle Perrett

- Last updated on GMT

Related tags: Cask ale, Beer, Public house

Mitchells & Butlers (M&B), the UK's largest managed pub group, is trialling Cyclops Beer notes as part of its staff training and customer education in 20 of its Village Pub and Kitchen outlets.

If successful it will be rolled out to more of the pubs under the format later this year. The scheme provides notes the cask beer by "see, smell and taste" allowing staff to explain to customers the details of the beer. 

Cyclops Beer is providing M&B with point of sale material for the pilot pubs including chalk boards which will use the eye, nose and mouth symbols.

Rachel Evans, M&B drinks quality manager, said: “The tasting notes are a great tool, which will give our staff the knowledge to talk with confidence about cask ale and encourage customer interest in the product. We shall measure its impact in terms of increased cask ale sales in trial pubs as well as feedback from our Guest Satisfaction surveys”.
David Bremner, founding member of the Cyclops Beer Board, said: “It is often difficult to know what a beer will taste like from its name alone and we believe Cyclops has an important role to play in demystifying cask ale. Cyclops tasting notes work effectively in catching your attention and helping to make the large range of tastes and flavours present in cask ale easier to appreciate. We hope to see more consumers engage with cask ale and want to try different brands as a result of this initiative and it is really encouraging to see M&B investing time in training their bar staff to use Cyclops particularly in matching beer to food.”

Related topics: Mitchells & Butlers, Beer

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