Paul Nunny, director of Cask Marque, which runs the event, said the autumn celebration is important for both the cask category as well as the pub, and added more than 32 million people were reached using #CaskAleWeek across multiple social media platforms while some 150 different breweries and pub groups got involved, either running activities and offers or sharing information on their social media platforms between 23 September and 3 October 2021.
Full media campaign
Cask Marque, with the support of the trade associations the British Beer & Pub Association, UKHospitality and the British Institute of Innkeeping will engage their membership and, nearer the time, a full media campaign will be announced and activated. The Campaign for Real Ale (CAMRA) has committed to have a consumer marketing campaign for cask during the month of September.
Last year, Sharp’s Brewery, based in Rock, Cornwall, used the event to support many of its key customers. As an example, it worked with pub operator Stonegate and made a variety of offer such as a buy five pints and get a sixth one free at its 61 Classic Inns division pubs, and a social media contest to win Doom Bar goodies; at 150 Proper Pubs, there was a scratch card initiative with a break in Cornwall for two as the main prize; and at its 48 Town Pub & Kitchen and its 33 City Taverns, there was a QR code competition to win a break in Cornwall plus Doom bar food pairing suggestions.
Key calendar moment
Sharp’s Brewery communications manager Rachel Williams said: “Cask Ale Week is a key moment in the year for the beer, brewing and hospitality industries. Cask ale is unique to the great British pub and, this year more than ever, it’s important we encourage people to support our pubs, try cask ale and celebrate all that is great about our national drink.”
Cask Marque also announced a new website has been launched to celebrate this year’s Cask Ale Week.