Ei Group, the UK’s largest pub company, is helping its publicans attract new custom and increase sales by partnering with national brewer Molson Coors to giveaway 15,000 pints of Sharp’s Doombar between 25 Sept-8 Oct, coinciding with Cask Marque’s Cask Ale week (21 Sept-1 Oct).
The nationwide exclusive promotion, which is available at its Bermondsey Pub Co. pubs, part of the Group’s Ei Managed Operations Business Unit, and at participating Ei Publican Partnerships venues, demonstrates the company’s ongoing commitment to supporting and developing its publicans with bespoke offers and initiatives that will help grow their businesses.
The initiative comes shortly after the launch of its inaugural National Pub Fortnight campaign (22 July – 6 Aug), which also successfully saw 15,000 free pints given away over a two-week celebration of the Great British pub.
As with the previous campaign, customers will be able to track the pubs taking part in the offer and redeem their free drink via a web-based app. Participating pubs will also benefit from marketing support across social media and other digital platforms.
Steve de Polo, Retail Concept Director at Ei Group, said: “A fine pint of cask ale has been an indicator of a quality pub for many years. We’re passionate about quality cask ale and work closely with Cask Marque to ensure our publicans have all the tools they need to serve an excellent, well-kept pint.
“Cask Ale week is a fantastic reason to get the public re-engaged with the iconic British beverage and an opportunity for us to help our publicans attract new and old customers out of their homes and into a pub to socialise with friends and family.
“National Pub Fortnight marked a step change in our approach, as we reached out directly to consumers to support our publicans and drive sales. It was a roaring success, and we’re confident our Cask Ale week activity will drive further interest in pubs across the UK.”
Paul Nunny, from Cask Marque said: “As this year’s Cask Report, due out on 27 September, will show, cask ale is absolutely vital to the well-being of local pubs, as its sales are the back bone of the business.
“Additionally, choosing to drink cask beer supports Britain’s farming and manufacturing; generates jobs (one job in brewing generates 18 jobs in pubs); and avoids the packaging waste created by cans and bottles.
“In short, cask ale is Britain’s ‘national treasure’ when it comes to drinks,” says Nunny. “And Cask Ale Week is the chance for pub-goers, pubs and breweries to celebrate it.”
In addition to the free pint promotion, Ei Publican Partnerships is providing free point of sale kits for Cask Marque approved pubs in its estate, as well as offering support and advice for its publicans on enhancing their cask product range via its On the Dray section in its Deals and Ideas magazine.