Beer

Norwich licensees urge cities to host massive trade boosting ale event

By Emily Sutherland contact

- Last updated on GMT

Organisers raise a glass to Norwich City of Ale
Organisers raise a glass to Norwich City of Ale

Related tags: Beer, Brewery, Cask ale, Brewers

Norwich licensees have urged other cities to follow their lead by organising their own ‘City of Ale’ events to help boost trade and celebrate all things ale.

Brewers and licensees took part in the fifth Norwich city of ale earlier this year, with a record 237 ales on offer.

Almost all of the pubs who took part in the ten day beer spectacular saw an increase in footfall, with 60% reporting an increase in takings.

Philp Cutter, who runs freehold pub the Murders Arms said: ““In my pub, we saw a 20% increase in trade and one in five visitors were from outside the region. I absolutely think other cities should look at doing something similar if they can. We were able to highlight lots of great pubs, brewers and our fantastic beer heritage. It gave us the chance to showcase local craft brewing on a national stage.”

City of Ale co-chair Dawn Leeder added: “A collaborative, can-do attitude needs to be cultivated among publicans and brewers. We would certainly encourage other cities to hold similar events, although welcoming, friendly pubs and a strong brewing tradition are a must.

“Organising a city-wide festival is no mean feat, but it does seem to strike a chord with beer lovers, who have been flocking to the city this year.”

The Campaign for Real Ale (CAMRA) has also endorsed the event and described it as a role model for other cities to follow. 

Related topics: Other operators, Beer

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