Heineken UK is to offer its free trade customers a new list of cask ales to choose from over the summer. The move is being seen as further proof that the big boys — including the likes of Molson Coors and Carlsberg — are finally discovering the importance of having strong cask ale brands within their beer portfolio.
Molson Coors bought Cornish brewery Sharp’s earlier this year with the intention of develop flagship bitter Doom Bar into a major national brand, and Carlsberg is the owner of traditional bitter brand Tetley’s, which is now being contract brewed by Marston’s in Wolverhampton following the closure of the original Tetley’s brewery last week.
Under its Cask Orders scheme, Heineken will be offering 42 cask specials during the summer, in addition to 17 major cask brands which will be available for the rest of the year. The beers will be displayed on bars with Cyclops tasting notes.