Boost Profits with Local Cask Ale
The on-trade in the UK is truly commendable, showcasing the vibrant and dynamic nature of the industry.
When the Cask Ale range is curated correctly, it results in a remarkable 12% uplift in sales and an 8% increase in other drink sales.
1. The Style
A survey asked Cask drinkers what they would do if their preferred style wasn't available. 29% saying they'd stay and drink another style, but 10% would leave the pub!
Amber:
The undisputed king of Cask Ale. 67% of all Cask Ale sold is Amber and 41% of customers rate it as their favourite style. If you serve just one Cask Ale, make it amber.
Golden:
Coming in second place, 28% of all Cask Ale sold is golden and interestingly, 44% of customers prefer it. So, while more customers prefer golden, those customers tend to drink a fair bit less of it than the amber fans.
Dark:
Just 5% of Cask Ale volume is made up of dark, with 15% of customers preferring it. It gets a bit of a boost in popularity in winter, but in general, consider this one niche.
2. Love Local Too
It's vital to get the balance right. Whilst stocking recognised, consistent and trusted brands from big brewers is a must for your customers. Local sourcing is a growing customer trend so it's worth checking out the choice of fantastic brewers in the area. It’s also a great talking point and has the potential to get your outlet tagged into lots of posts on social media. If you haven't already, make sure to check out SIBA, who offer a wealth of advice and support.
3. Throughput - stock what you sell.
Your weekly throughput should dictate how many hand pulls are on the bar. Ed Hughes, Beer Sommelier at Sharp’s Brewery in Cornwall says offering too much choice (too many hand pulls without the throughput) is a common mistake he sees with pubs. His one piece of advice? “Stock less cask lines but serve the few you have well & within the “3-day rule”. “ Ross O’Hara, Head of Brewing & Production Strategy at Greene King agrees “Know your customer base and have a range that meets the needs, don’t put on more beers than you need. Three beers with great quality are better than six beers with average quality”