Cask Ale Week, which runs from 21 September to 1 October and is organised by Cask Marque, celebrates the brew and encourages consumers to go to pubs and imbibe the nation’s favourite drink.
The pubco will offer free pints between 25 September and 8 October nationwide, and follows the launch of Ei’s National Pub Fortnight campaign, which ended on 6 August.
Free pint by using an app
Customers will be able to take part in the offer and redeem a free pint by using an app.
Ei Group retail concept director Steve de Polo said: “A fine pint of cask ale has been an indicator of a quality pub for many years. We’re passionate about quality cask ale and work closely with Cask Marque to ensure our publicans have all the tools they need to serve an excellent, well-kept pint.
“Cask Ale week is a fantastic reason to get the public re-engaged with the iconic British beverage and an opportunity for us to help our publicans attract new and old customers out of their homes and into a pub to socialise with friends and family.”
Cask Marque’s Paul Nunny said cask ale is crucial to the lifeblood of local pubs, adding the brew is the “backbone” of the on-trade.
He added: “As this year’s Cask Report, due out on 27 September, will show, cask ale is absolutely vital to the wellbeing of local pubs, as its sales are the backbone of the business.
“Additionally, choosing to drink cask beer supports Britain’s farming and manufacturing; generates jobs (one job in brewing generates 18 jobs in pubs); and avoids the packaging waste created by cans and bottles
“In short, cask ale is Britain’s ‘national treasure’ when it comes to drinks,” he added. “And Cask Ale Week is the chance for pubgoers, pubs and breweries to celebrate it.”