Ahead of Cask Ale Week, starting tomorrow, Sharp’s Brewing Co is shining a light on local ‘cask champions’ with its Quality Cask Club.
Earlier this year, Sharp’s invited a small number of Cornish customer pubs to be members of its new Quality Cask Club. This provides continual recognition for those establishments which have an ongoing commitment to serving great British cask ale at its very best.
Each member venue has received a pack of promotional materials, including a wooden plaque for display, a framed certificate, and a bespoke badge for their beer clips. They also have access to specially created digital training resources, helping them showcase and elevate their cask credentials even further.
Situated on the picturesque Customs House Quay, The Front is one of Cornwall’s most committed establishments when it comes to cask ales, and has become a true institution in Falmouth. After closing during the pandemic, it re-opened in 2022 under new management, backed by passionate locals. Their efforts revived the pub’s beloved atmosphere and solidified its status as a community cornerstone.
It was recognised as Cornwall CAMRA’s pub of the year in 2023 and is regularly listed as one of the UK’s best establishments. It boasts an ever-changing selection of quality cask ales, including several from Sharp’s.
“At The Front, we’ve always prided ourselves on serving top-quality cask ale and creating a warm, welcoming space where people can truly enjoy it,” said manager Max Boseley. “Being recognised by Sharp’s through the Quality Cask Club is a real honour.
“It highlights the hard work our team puts into keeping our beer in perfect condition and celebrates the role pubs like ours play in keeping cask at the heart of the community.”
He added: “Cask ale is very much embedded in our society and our culture. It’s been amazing to see how cask ale styles have changed over the years, and how the craft beer movement has brought a new interest in cask, and an interest and knowledge of the care that goes into that type of beer.
“At The Front, we have a very diverse set of customers. We have visitors from all over the world, and there’s definitely a big interest in Cornish and British cask ales. Customers from overseas are really interested in the different handpulls and pumpclips, and the care and attention that goes into brewing and keeping cask beer.”
Quality Cask at (left to right) The Mariners, Rock, The Golden Lion, Padstow, and The Ship Inn, Lerryn
Sharp’s marketing controller, Nigel Maguire, said: “Cask Ale Week provides an opportunity to highlight the qualities and care and attention that goes into not only brewing, but also treating and serving, the perfect pint of cask ale.
“The launch of our Cask Quality Club typifies our Sharp’s mission to champion the amazing qualities of cask beer across the UK and in our heartlands of Cornwall all year round. You’d be surprised how many people don’t know that cask beer and ale is a distinctively British technique, or that cask ale is essentially a live product.”
He added: “We’re continually looking for ways to reinvigorate the cask market by celebrating venues that maintain the highest standards in serving the perfect pint. The Front exemplifies what it means to be a true Cornish cask champion.
“It is an incredible venue where beer quality, community spirit, and authentic charm converge seamlessly, and we’re very pleased to have them in the club.”
The launch of Sharp’s Cask Quality Club came as the brewery recently unveiled a refreshed look for its cask and keg range, designed to engage a new generation of beer drinkers. The youthful cask rebrand covers the flagship Doom Bar amber ale, Twin Coast session pale ale, and Sea Fury special ale and includes a range of newly designed glassware and packaging.
In keg, Offshore Pilsner and Atlantic Pale Ale have been rebranded. The new design has been inspired by the natural surroundings of the brewery’s home and contemporary Cornish coastal identity. It is the result of long-standing creative partnership with South West-based agency Buddy Creative, who have worked closely with Sharp’s for well over a decade.
