Greene King is preparing to launch cask pins to market this July, believing that the 36-pint container will be a key answer to ensuring quality and the future of cask ale.
In January, the Bury St Edmunds brewer announced that it would become the UK’s first major brewer to launch cask pins with a seven-figure investment.
Greene King still believes that the introduction of pins will reinvigorate the sector by helping licensees always deliver a range of fantastic fresh cask beer to customers, engaging lapsed and new drinkers while also minimising wastage.
The brewer confirms that firkins (72-pint casks) will still very much have a place in the cellar. When operators have busier periods and are selling more cask ale, pins can offer an additional seasonal cask ale on the bar. With the lower unit of a pin for the seasonal ale, the operator can offer a wider variety without committing to double the volume in firkins.
CGA data reports that cask drinkers are happy to pay more for a great quality pint. However, to be able to premiumise cask ale with customers it is necessary to ensure that quality is always on point, says Greene King, and pins can help to ensure this, with operators having less throughput to manage at quieter times.
“We continue to invest and innovate within the cask beer sector and, as such, are excited to launch pins this July,” said John Malone, head of brewery engagement at Greene King.
“Pins will help us to address some of the key challenges that serving this unique product can bring, and provide operators with support to serve our fabulous beers in perfect condition, whilst also maximising profits, and minimising wastage.
“Simply, we believe that pins will provide three things: more choice, less waste, and better quality, which is just what the category needs. Whether operators are wanting to expand their range and offer seasonal ale, or need that lower throughput at quieter times of the week, pins can provide that support to ensure that it’s a quality pint being served to the customer.
“Cask ale is part of our heritage and is the heart of any great pub, and we remain passionate in investing in the category for the future.”
Greene King has also implemented support tools for cask for its customers, offering full cellar training, to ensure they have all the guidance needed, and the Cask Iron Guarantee, which is a pledge to free trade customers from the brewer to refund or credit Greene King casks that go out of date ahead of them being sold through.
Greene King is also supporting its customers with tasting notes and point of sale material for its seasonal ale calendar to really help drive knowledge and awareness of cask for teams in pubs.
The brewer will be rolling out cask pins to all managed, leased and tenanted, and free trade customers in July, with its seasonal cask beers calendar, Fresh Cask Releases. The first seasonal beers to be available in pins will be Ale Fresco, a smooth golden ale, and New Tricks, a collaboration with Nethergate Brewery.
