Nicholson’s Pubs continues its drive to underpin the ale experience in the UK through its Autumn Ales Festival. From 21 October to 16 November the brand seeks to promote our national drink and attract new drinkers across its 77 pub estate. The festival will celebrate the tradition and history of cask ale, the craftsmanship involved and the experience which can be enjoyed in Nicholson’s Pubs through its knowledgeable staff and historical settings.
Showcasing the best
The festival will showcase some of the best British ales available, as well as exclusive brews available to Nicholson’s Pubs, which celebrates 140 years of serving ale. The festival will include ten of the country’s brewing giants, each with over 100 years’ experience. Breweries such as Thwaites, Liberation and Camerons will join a selection of 50 cask ales supplied on rotation. Customers will be able to taste a variety of flavours through a carefully selected and balanced range of IPAs, Pales, Traditional, Dark and Speciality brews. The menu will also include a range of seasonal ales and a choice of ciders for guests’ enjoyment.
Cask Masters
Key in driving the Nicholson’s Pubs Cask Ale experience is the brand’s Cask Masters. As part of a company and HR initiative, these specially selected, enthusiastic experts are located in each pub and will be available to talk in more detail to guests about the range available and offer recommendations.
Rising sales, younger demographics
Ben Lockwood, Assistant Brand Manager for Nicholson’s says: “This is an exciting time for the category as we see a continuing rise in cask ale sales and a shift in demographic to a younger 25-34 year audience.
“During our Autumn Ales festival we will encourage trial, and our Cask Masters are key to underpinning this experience by delivering an intuitive service communicating the passion and craft involved in each pint we pour.”
As ambassadors for the brand the Cask Masters are involved in the choice of ales being served through the pubs. Senior Cask Masters lead the training and organise brewery visits to enhance product knowledge, as well as help implement initiative and rewards.
Cask Ale club
Nicholson’s Pubs sponsored the official glass at the Great British Beer Festival this year and also launched a Cask Ale club last year as part of its drive in promoting real ales. Members can receive exclusive discounts during the Autumn Ales Festival.
Three years ago, 11% of Nicholson’s total drinks sales was cask ale: now it’s grown to 20%. Reflecting the diversification of beer styles and flavour profiling over the past five years, Nicholson’s have showcased over 250 beers in the last two years.
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