Finding a festively-themed beer on the bar is one of the first signs for pub customers that Christmas is well and truly on the way, says Hogs Back Brewery.
This year, Hogs Back is offering two seasonal cask ales on draught: Advent Ale and Mistletoe & Swine, both available from late November.
Hogs Back managing director, Rupert Thompson, said: “Offering a festive ale or two is a simple way for licensees to engage customers in the pub’s seasonal celebrations. A humorous pumpclip and a pint with characteristically Christmassy flavours will appeal to both regular and occasional beer drinkers.”
At 4.4% ABV, Advent Ale is a deep chestnut coloured ale with a refreshing fruity nose, a sweet liquorice and roasted malt flavour and rich dark chocolate aftertaste.
Mistletoe & Swine, at 5.2%, is a full-bodied, deep amber ale with subtle hints of sultana, peppery ginger, warm cinnamon and orange zest. Made with a mulling recipe for a real Christmas taste and feel, it goes well with mince pie or a classic cheese board.
Behind the bar rather than on it, Hogs Back’s bottled ale A over T — Aromas over Tongham, named after the brewery’s location — is a 9% ABV barley wine with rich, complex flavours of sultanas, orange peel and plums, and is the perfect complement to a platter of mature cheeses. A over T was awarded a gold medal in the 2016 International Beer Challenge.
When choosing their ales for the festive season, licensees would do well to select brewers that will be familiar to their customers, Rupert advises. “Drinkers going to the pub over the festive period differ from the year-round trade: many are occasional pub-goers, visiting for the office Christmas party or similar.
“These drinkers are unlikely to be too adventurous in their beer choice, so by stocking a festive ale from a brewer with a well-known name locally, such as Hogs Back, licensees can offer them reassurance, as well as appealing to the regulars who enjoy our flagship TEA year round and want to try something different at Christmas.”
He added: “It’s definitely worth making space on the bar for at least one local ale, as the festive season brings in a number of customers visiting friends or family. For them, trying a beer from a local brewer is an enjoyable part of their trip.”
