Industry bodies are calling on pubs, bars, pub companies, and breweries to make this year’s Cask Ale Week part of their comeback strategy. The event runs from 23rd September until 3rd October.
“It’s not enough for pubs to be the hot topic now as they re-open their doors,” said Paul Nunny, of organiser Cask Marque. “To survive, they — and breweries — need to stay right at the centre of the national conversation, and right at the heart of their communities. Cask Ale Week has an important role to play in this endeavour.
“Cask Ale Week is something around which pubs, bars, pubcos, and breweries can rally. They can do their own thing, but doing it under one banner will give cut-through that’s unachievable by working alone.”
He points to the fact that even before lockdowns were introduced, retailers were desperately trying to encourage shoppers to mimic the pub experience at home with ‘big night in’ style deals. “In many ways, the pandemic appeared to play into their hands. But the reality is, there’s a big difference between socialising in private and public space.
“Ditto for fresh cask beer. These are two of the things that can’t be packaged up and sold as a commodity; two of the things that make pubs special.
“It’s fantastic that the industry is joining hands for Cask Ale Week, encouraging every colleague, every partner, every customer to get involved. Let’s all shout in unison from the rooftops about Britain’s amazing pubs, breweries, and beers, celebrating them now — and protecting them for generations to come.”
Cask Ale Week is open to all to use. The only requirement is that any cask beer crossing the bar into the hands of customers is served in excellent condition. “Use our banner, exploit the opportunities, join forces — but for goodness’ sake, make every pint a great one,” said Paul.
James Calder, chief executive of SIBA (the Society of Independent Brewers), said: “Cask beer is truly unique and worthy of our celebration during Cask Ale Week, a campaign very close to independent brewers’ hearts and one which SIBA have supported from its inception.
“The vast majority of the beer brewed by independent breweries is cask, so with pubs now re-open across the UK, we are encouraging people to get out there and enjoy a pint of cask beer from a local independent brewery.
“Fresh cask beer is only available in pubs and taprooms, so now cask is back in pubs get out there and support your locals with a pint of something delicious!”
Tom Stainer, chief executive of CAMRA (the Campaign for Real Ale), added: “CAMRA has long been a supporter of Cask Ale Week, and after an incredibly difficult year for the industry, we’re looking forward to joining forces to support and promote UK pubs and breweries.
“Pubs matter and are a vital part of our communities up and down the country. What’s more, the pub is the only place you can get fresh cask ale from your local brewery. We are urging everyone to celebrate Cask Ale Week from 23rd September to 3rd October in style, by getting back down to their local pub, social club, or brewery taproom, and enjoying a pint of cask ale.”