The Cask report

Call for new cask ale operators

By Ed Bedington

- Last updated on GMT

Improve your offer: if you a new pub operator who wants to add cask ale to your range, we can help
Improve your offer: if you a new pub operator who wants to add cask ale to your range, we can help

Related tags: Cask ale, Multi-site pub operators, Pubco + head office, Tenanted + leased, Cellar management

With cask beer being a unique product for UK pub operators, it’s important to ensure pubs are maximising the opportunity and getting it right and The Morning Advertiser (MA) is now seeking new operators to the trade to help them lay solid foundations for cask.

That’s one of the key tenets of the MA​’s The Cask Project, launched in partnership with St Austell, Sharp’s Brewery, Greene King and Carlsberg Marston’s Brewing Company, to help re-engage and re-enthuse operators to once more fall back in love with cask beer. 

With new operators entering the trade on a regular basis, it’s important that they get the best possible start when it comes to handling and selling cask beer.

Help with your cask journey

As a result, the MA​ is looking for a group of new operators to the sector to get in touch to be part of The Cask Project​ and help them on their cask journey.

Ed Bedington, editor of the MA​, said: “This trade sees regular new entrants and we want to ensure those people are starting out in the business armed with the right tools to ensure they can make the most of the wonderful opportunity cask beer offers.

“We’re looking for a number of volunteers to get in touch so that, as part of The Cask Project​, we can provide mentorship, support and insight to help them grow what should be a vitally important category for their business.”

Get in touch

He continued: “We’ll be looking to follow their journey as part of the project as they learn, develop and expand their offer, and show the insights they will pick up on their way.

“If you’re starting out in the trade, then get in touch, we’d love to involve you in the initiative and hopefully help give your business some extra support and a boost as you start out.”

To get involved in The Cask Project​, email rq.orqvatgba@jeoz.pbz​ to be considered for the scheme.

The Cask Project

The Morning Advertiser​​​ launched The Cask Project​ in a bid to re-energise the category and reinstall it in pride of place on the bar of pubs throughout the country.

Cask beer is in long-time decline and, having joined forces with some of the UK’s leading cask beer suppliers – Carlsberg Marston’s Brewing Company, Greene King, Sharp’s Brewery and St Austell – we want to reinvigorate attitudes within the trade to a product which should be rightly cherished by operators.

Cask beer is a unique product that can only be replicated successfully within pubs but the perception of cask, particularly among younger drinkers, is that it is made and loved only by an ageing male population.

We want to create a real buzz about cask to get pub owners, operators, general managers, bartenders and all pub staff on board and debunk the myths surrounding the drink and educate them on how to make cask work for their business. And by doing this, we can pass on that knowledge, care and skill into cask beer at the bar for customers to get excited about too.

Related topics: The Cask Project

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