Hello Cask – which is a free training advice book – is part of a wider package of cask ale support provided by Star Pubs that includes a guest ale programme focusing on emerging trends that has helped its own pubs “outperform the market, year-to-date”.
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Its launch coincides with Cask Ale Week, which Star Pubs is also marking by releasing Marmalade Best 3.4% ABV limited-edition ale in collaboration with Keighley-based cask brewer Timothy Taylor’s.
It is hoped sales of the beer during Cask Ale Week, from Thursday 17 September to Sunday 27 September, will raise up to £20,000 for loneliness charity Marmalade Trust and highlight the role the great British pub does in bringing people together.
Marmalade Best – which uses “Admiral and Emperor hops for a refreshing, gold beer with soft, citrus notes” is only being served at Star Pubs sites and for Heineken UK on-trade customers. For every pint sold during the three months it is available, 20p per pint sold will go to Marmalade Trust, which Star Pubs has supported since 2023.
Debunking cask ale myths
Research among participating brewers – which includes Brains in Wales, Fyne Ales in Scotland and St Austell Brewery in England – into common barriers of stocking cask ale has determined the topics covered in the Hello Cask training.
It debunks myths about the difficulty of delivering cask with modules such as a step-by-step guide to conditioning, common cask mistakes and tips and tricks to ensuring consistent top quality.
Star Pubs central operations director Caren Geering said: “We know publicans are busy – with Hello Cask they can benefit from training without the need to leave their pubs, including sessions filmed in breweries. Thanks to the participation of brewers around the UK, the training provides a truly national approach to the cask category.
“In a cost-of-living crisis, customers are seeking out quality and an experience they can’t replicate at home when they choose where to go out.
70%-plus of estate serves cask
“A great cask ale offer will deliver this. Almost 70% of our estate currently stocks cask ale. We’re committed to getting even more on board and to supporting our pubs in achieving the perfect pour – it’s the way to outperform the market in any drinks category.
“We’re starting to see green shoots of growth in the cask sector with younger pubgoers and women discovering it. Over time, we expect this trend to take off in community pubs.
Timothy Taylor’s head brewer Andrew Leman added: “We set out to craft a beer that balances bright citrus aromatics with the depth and smoothness people love in Timothy Taylor’s cask ales and Marmalade Best delivers exactly that. Its vibrant, zesty profile strikes a chord with drinkers and will help drive increased interest and demand for quality cask across the bar.”
Marmalade Trust is dedicated to raising awareness of loneliness and helping people make social connections. Its work has helped Star Pubs deliver bespoke loneliness training for publicans. The funds raised by Marmalade Best will support initiatives such as Christmas lunches, doorstep visits and hampers and telephone conversations between volunteers and members through the charity’s companion scheme.
