Robinsons rewards pubs for cask quality

The vast majority of the winners of the ‘Best in Glass - Gold Standard Certificate of Excellence’ are from Robinsons’ tenanted pub estate.

The outstanding quality also meant more sales were made because, on average, the successful pubs sold 7,000 more pints of beer than the average pub across the estate, which was worth more than £30,000 per pub at retail value. Additionally, the gold winners outperformed other pubs by 6% in beer sales versus 2019 draught volumes sales, which is impressive in a declining category.

Of the 7,000 extra pints there was a growth of approximately 2,000 pints of cask beer sold per pub in 2022, showing better beer quality delivers profitable sales growth.

Optimise beer quality

‘Best in Glass’ was launched in 2018 to improve beer quality across the group’s pub estate. It encompasses an annual beer quality audit, training records and data to create a 360° suite of insights that allow Robinsons, and its licensees, to use that data to optimise beer quality, reduce waste, maximise yields and sales, raise pub cellar standards and recognise and reward the beer quality heroes.

Robinsons joint managing director Oliver Robinson said: “We have long been determined to keep our licensees’ focal areas such as beer quality at the forefront of our values, providing services and upskilling to positively impact their beer quality.” 

He continued: “I am both delighted with the record results from our fantastic beer quality team and the efforts of our licensees, proving that better beer quality delivers more sales of beer – cask beer in particular.”

Cellar paint free

Dan Taylor, licensee of the Black Horse, in Preston, which was CAMRA 2022 Central Lancashire Pub of the Year, added: “[Robinsons] has kept beer quality close to its heart and the trade quality brewer Allen Bellamy and his team are always available to help with any issues and advice. 

“During Covid they even visited us all and destroyed or removed all the beer to ensure we could get money back quickly. We even get cellar paint free of charge from the brewery to ensure things are always spick and span. I’m delighted to have won this award – it means a lot to the staff too and reassures the customers that we keep a great pint.”

Best in Glass awarded licensees receive a framed and dated ‘certificate of excellence’ that are displayed within their pubs.