“Behind [the] important practicalities lies the soul of the British pub, the heartbeat of our drinking culture, the essence that made all of us choose this industry instead of coffee-making or insurance brokering. Even non-drinkers of cask agree it’s an important part of a ‘proper’ pub.”
Pete Brown, The Morning Advertiser, 22nd April ’22. “Licensees must realise the trouble cask is in”
Cask ale drinkers…
Spend more
Visit more frequently
And influence the destination of the group
Important source of volume for those who do stock CASK.
Increase cash margin. Cask ale drinkers are significantly more likely to pay more for better quality pint.
39% of people who drink Beer and Cider in pubs think Cask Ale is a sign of a good pub.
30% of people who drink Beer & Cider in pubs think Cask Ale is what makes pubs special.
5.4 million cask drinkers out of home (Same as total rum, and ahead of whisky, brandy, liqueurs and cocktails).*
Sources: *Kantar Alcovision Panel | 12m/e 30 Sep 22. GK Survey data December 2022 amongst a sample of 179 people who drink beer and cider in pubs regularly.
FEWER PEOPLE SPENDING LESS LESS OFTEN
Cask drinkers were the last to return to the trade
Quality Issues driven by reduced ROS leads to consumers drinking cask less frequently
Cask ale under-valued vs other categories
Impact on ROS Publican Reduces Range
Consumers don’t view as a credible option
Nearly 60% of cask drinkers would either find an alternative cask pub or reduce visit frequency if cask was removed
There have been challenges with cask in recent years that can create a vicious circle for publicans
2 in 5 cask ale drinkers - have more than one brand during a visit
Cask drinkers want to see a range of options on the bar
Cask ale drinkers are more likely to look for quality of drinks available when visiting a pub (+5pp v’s average LAD)
Cask ale drinkers are more interested on what's offered on the bar before making their purchase
15% of cask ale consumers attribute their choice of category to the venue (+2% v’s avg LAD consumers)
Cask drinkers expect to see an interesting range on the bar, but quality is important tooSource: CGA Path to purchase December 2021.
1 Category based range recommendations to ensure optimum range by outlet aligned to throughput.
Stick 1 Min 24 pints per day. National amber brand with strong ROS.
Stick 2 Min 48 pints per day. National premium amber or golden or seasonal.
Stick 3 Min 72 pints per day. Regional or seasonal.
2
Biggest marketing spend vs any other cask brand to drive awareness / consideration and rate of sale.
3 Training and best practice cellar services and education along with cellar support tools.
4
Cask Iron Guarantee –providing refunds for unsold beer that is past best to hundreds of pubs signed up to the scheme.
But as leaders we can do more
GREENE
will
4.5 Gallon format = 36 pints
Pubs only need sell 12 pints a day to ensure beer is at its freshest
Ideal for pubs who wish to expand their range or keep cask on during the quieter times of the week.
Throughput per cask
Impact of poor quality
70%
Of ale drinkers have been served off or stale beer
8.3%
Of brands are delivering the recommended throughput*
On average, pubs over range by 3 taps across draught beer & cider**
39% 40%
Stayed away from the pub
37%
Stayed away from that brand
SOURCE: *CGA EPOS DATA 2019 **Vianet Insight report 22
Told their friends
Less wastage from fobbing* Improved ROS**
£1,382 £3,110
£4.5k cash benefit per year
SOURCE
Vianet on wastage (Feb 2022)
Based on outlets selling 150BB a year, firkins
*Cost price of £1.60 per pint
** Retail selling price of £4 per pint
For quieter periods Monday – Thursday to ensure quality.
Pin – 36 Pints
For venues wanting to offer a wider permanent range.
When you want to extend the range for Seasonal Ales.
Firkin – 72 Pints
they both have a role to play
With over 30 beers to choose from we can offer choice to both the trade and the consumer, keep the range interesting, keep guests engaged and keep cask alive by championing quality.
In order to maintain the right quality cask should be served within 3 days of tapping. This is a key factor in determining how many sticks should be on the bar.
Stick 1 Min 24 pints per day. National amber brand with strong ROS.
Stick 2 Min 48 pints per day. National premium amber or golden or seasonal.
Stick 3 Min 72 pints per day. Regional or seasonal.
Amber accounts for 68.4% volume share vs golden 27.5%. We recommend amber should be prioritised for Stick 1 with either a premium amber or golden on Stick 2 dependent on regional/customer preference.
MORE PEOPLE
Broadening Range
Without Waste
Meaning Range mix can include a combination of established and growing styles.
Bringing more people to the category
MORE OFTEN
Improved Quality
Drives Frequency
Cask seen as relevant across more occasions – tapping into treat based moments.
SPENDING MORE
Worth Paying
More For
Consumers perceive cask as an exciting, quality category that’s worth paying more for.
Broadening Appeal
Quality Driving More Occasions
Adding incremental value to the category
Worth a Premium
Please