Star Pubs & Bars join SIBA scheme to offer wider choice of cask ales
Beerflex was set up by SIBA to help small brewers sell their beers to larger pub companies.
The move by Heineken is designed to meet growing pub-goer demand for local beers, and will enable Star cask ale-focused pubs to attract more customers by further increasing their specialisation.
Under the agreement, Star licensees with Cask Marque-accredited pubs – something pubs which serve great quality cask ale receive – will be able to order local cask ales brewed by Beerflex participants within a 30-mile radius of their pubs.
With 550 brewers producing more than 3,000 beers, Beerflex will “complement” Star’s existing Discover Cask programme of cask ales brewed by national and regional brewers, SIBA said.
Strong portfolio of leading brands
Mick Howard, operational commercial strategy director at Star Pubs & Bars, said: “This new SIBA scheme will sit alongside our strong portfolio of leading brands and existing extensive third-party cask beer offering.
“It will ensure that licensees have access to a wider range of quality beers from small, local, independent breweries.
“Heineken is a passionate supporter of the great British pub and is constantly looking for ways to deliver business benefit for our licensees and a great pub experience for consumers.
“This partnership with SIBA is another way we are ensuring our pubs remain relevant, innovative and successful and play their part in the heart of communities.”
To encourage participation in Beerflex, Star will continue its programme to help fund and support licensees wanting to gain Cask Marque accreditation for strong cask offers.
New and exciting dimension
Mike Benner, managing director of SIBA, said: "I am delighted Star licensees will now be able to serve excellent local craft-brewed cask beers to their customers through this partnership, enabling small local brewers to bring a new and exciting dimension to the beer range.
“It's a win-win-win partnership providing more choice for pub customers, improved access for local brewers and a great beer offer for Star licensees.
“We look forward to a long and rewarding partnership with Star to bring the best of local beer to as many pub customers as possible."
Ross Evans, licensee of the Ship Tavern in Holborn, central London and winner of a national Star Award for Best Cask Pub, added: “The Ship is one of the last traditional pubs in Holborn and customers come to us for the quality of our beer.
"We’ve already got a great choice of regional casks, being able to add further depth to that with local beers is great news. We source food as locally as possible for our restaurant, now we can replicate that approach with our beers.”
