Ed Fryer, drinks marketing manager at London-based Fuller’s, has claimed cask ale drinkers spend more so it makes financial sense to back celebrations.
He said: “Although we no longer own a brewery, we are synonymous with great beer and with the excellent cask ale still brewed at the Griffin Brewery under Asahi’s stewardship.
“It really is at the heart of a classic Fuller’s pub and will always be. We see cask ale as fundamental to our offer – which is why we spend time and money in sourcing, keeping and serving a first-class range of delicious beers in excellent condition.”
He continued: “There is also a strong economic argument for protecting your cask ale offer. Cask ale consumers spend more than the average drinker and visit more frequently. You can’t get cask ale anywhere else than in the pub – so it is a compelling reason to visit too.
“We will be celebrating Cask Ale Week by widening the range of handpulls on the bar, and we have teamed up with Asahi to give away 4,000 free pints to celebrate. In addition, we have 16 pubs that have a firkin of Vintage Ale – the most precious nectar to any cask ale drinker – and I will definitely be in the queue to sample a pint myself.”
Wiltshire-based brewer and pub operator Wadworth has been offering customers a buy one get one free deal on paddles of beer.
The idea is to serve 3 x 1/3 pint paddles of Wadworth cask ales throughout Cask Ale Week so guests who are not sure which beer to go for get the chance to test the range available.
The offer is available at all of the company’s 19 managed pubs and it is expected tenanted pubs will be doing so too.
Wadworth said: “As a proud family brewer established in 1875, brewing and delivering quality is at the heart of what we do at Wadworth.
“From the point our beer leaves our brewery to the moment our customers enjoy their perfect pint in one of our pubs, we take pride in every step of the process.
“Cask ales are at the core of our business and ensuring each and every pint is top quality is our mission.”
Beers from local sources
Meanwhile, Cheshire Cat Pubs & Inns is on board with the Cask Ale Week initiative again.
The pubco, whose Cholmondeley Arms pub in Malpas, Cheshire, won the overall Great British Pub of the Year 2023 award this month as well as best Country/Rural pub too, hailed its local brewers.
Co-owner Tim Bird said: “Cask Ale week is always celebrated in our pubs. All our ales come from local microbrewers from within a 35-mile radius of each pub.
“Supporting local beer makers has always been very important to us since we opened the Bulls Head in Mobberley 13 years ago. We are strong supporters of Cask Marque too and all our pubs are put through their paces each year to ensure our ale is consistently good. There is nothing better than the sound of a hand-pump being pulled and the ale hitting the glass. It is unique to a pub and a key reason for beer enthusiasts to visit our pubs.
“Cask Ale ‘Week’ has traditionally been a slightly longer period than a week, which means everyone has longer to celebrate it.
“With International lager prices going through the roof, it is time for pubgoers to move on from the fizzy stuff and have a great pint of ale instead… they will enjoy the experience as well as make a tremendous saving while supporting local business at the same time.