Fuller’s has launched a new campaign aimed at encouraging more people to try cask ale — the drink that, as it says, is “only in the pub”.
Part of Fuller’s marketing material for Cask Ale, Only in the Pub
Supported by new beers — including some bespoke brews — events, in-pub marketing, and a targeted online campaign, Fuller’s aims to reinforce cask ale’s position at the heart of Fuller’s pubs.
Beers on offer in the coming weeks include favourites from the Griffin Brewery such as Fuller’s Red Fox and draught Fuller’s Vintage Ale, as well as Dark Star’s Starlink IPA. There will also be an exclusive collaboration with Siren brewery on offer across the estate.
The activity will be supported with a wide-reaching digital marketing campaign, Only in the Pub, targeting a younger group of craft beer customers, and encouraging them to enjoy a free pint when they introduce a friend to cask ale.
There will also be a digital stamp-card, through the Magic Stamp App, enabling customers to try the full range of beers that are on offer during the first six weeks of what will be an ongoing campaign. It ties in with the start of Cask Ale Week, which begins on Thursday.
A whole range of events will be taking place, too, including:
- A Vintage Ale launch at Ye Olde Mitre, in Holborn, on 19th September;
- A Red Fox launch at The Old Customs House, in Portsmouth, on the same day;
- A Vintage Ale tasting at The Admiralty, in Trafalgar Square, on 27th September;
- The launch of Dark Star Starlink IPA at The Harp, in Covent Garden, on 11th October;
- And the launch of the collaboration beer with Siren at The Foresters, in Ealing, on 17th October.
Fuller’s pubs across the estate are also being encouraged to host their own events. Full details of these can be found through the Fuller’s website.
“Cask ale is a real sweet spot for Fuller’s pubs — it taps into our heritage, is a product we excel at keeping and serving, and we already outperform our peers when it comes to cask ale sales,” said Fuller’s marketing director, Sam Bourke.
“We have lined up an outstanding programme of beers and events to support this and, supported by our Master Cellarman programme to promote excellence in beer quality, there’s never been a better time to rekindle your love of cask ale.
“Pubs are at the heart of their communities and cask ale is at the heart of a great pub. It cannot be replicated at home and takes love, care and skill. It really is only in the pub, and we hope to see lots of loyal and new customers enjoying cask ale.”
