For pubs up and down the country, now is the time to start planning for Cask Ale Week, running from 27th September to 6th October.
THE GREAT BIG TASTE CHALLENGE
The theme, the Great Big Taste Challenge gives plenty of scope to highlight each pub’s cask offer, run promotions and put on events. Chef can recommend cask ales to match each dish on the menu; local CAMRA branch can be involved in an event; loyal cask ale drinkers can ‘introduce a friend’ through promotions or sampling activity; prizes can be offered for the best descriptions of the taste of each cask ale you sell, and more….
“It doesn’t matter what you do,” says Annabel Smith of Cask Marque, “so long as it stimulates interest in cask ale – and drives some sales”.
Ale tasting master classes
The celebration kicks off on Thursday 26th with ‘ale tasting master classes’ in pubs and breweries up and down the country. Check out details on www.caskaleweek.co.uk/tastingexperts and consider inviting a brewer or beer expert to host your own event.
Annabel Smith, one of the country’s first three women to qualify as a Beer Academy Sommelier, will be hosting a Ladies’ Cask Ale and Chocolate tasting event at The Coach and Four in Wilmslow, in conjunction with Hydes brewery.
She says: “The event is part of the nationwide launch of Cask Ale Week on 26th September. It’ll be educational and informative, but also huge fun and a treat for the taste buds! Every licensee who’s interested in cask ale should be able to think of something for The Great Big Taste Challenge – and there are lots of brewers and Beer Experts out there to help them in putting on an exciting activity.”
Nearly 50% of adults haven’t tried cask ale
“Cask ale is a live, natural product, simply bursting with flavours. Yet, nearly 50% of adults have never tried it. The whole point of Cask Ale Week and the Great Big Taste Challenge is to change that. So I’d say to pubs and breweries ‘get involved; use the platform to create some fun activity; create a real buzz around Britain’s national drink – and get more people drinking it!
“Whether it’s tutored tastings, a beer festival, beer and food menus, a promotion or competition, make the most of the Week to get your tills ringing and cask ale sales soaring!”
Twitter: @caskaleweek
Facebook: National Cask Ale Week
www.caskaleweek.co.uk