City of Ale sees record number of pubs take part

A record 59 pubs are taking part in nine different trails, showcasing beers brewed in Norfolk and hosting special events. And with as many as 40% of visitors expected to travel from outside the county, it’s also boost for the local economy.

The event was co-founded by Phil Cutter, licensee of the Gardeners Arms – better known as the Murderers – in 2011, and despite the interruption caused by Covid it has grown and was extended from a week to a whole month last year.

Working together

“More pubs are joining as they see how beneficial working together like this can be to their business,” explained Cutter. “It’s a quiet time of year for us, with no football and people spending time on the coast and while drinkers on the trials may only stop for a half, they have discovered a new pub and might become regular customers.

“The first few days have been busy. We’ve already had the first person visiting all 59 pubs and I’ve met a man who’s come all the way from Dorset to spend nine days here and a group of 12 from Stowmarket.

“Beers that you can’t find outside of Norfolk are a big attraction and pubs can build closer relationships with local brewers during the festival."

Rediscovering pubs

He added: “There’s a danger, too, that locals take Norwich’s great pubs for granted and this gives them a good excuse to rediscover them.”

To encourage single people to take part, the Campaign for Real Ale this year is organising ‘Don’t be a Stranger’ events where they can meet others on the trails.

And in another first, Norwich has twinned with the Belgian brewing centre of Leuven to bring together independent brewers from both cities to produce four special collaboration beers.