These attributes include being fresh, artisan, handmade by skilled brewers and offering a diverse range of flavours and styles, and to back up their message, Drink Fresh Beer has produced a series of “eye-catching” visuals to help cask compete on the bar. New cylindrical hand pulls, tulip glassware, table talkers, posters, beer mats and staff t-shirts, will push the message at the bar, whilst social and cross-media promotions will aim to capture the attention of consumers before they step through the pub door. A scannable pump clip will help beer drinkers learn more about their chosen beer, how far it has travelled to the pub and when the cask was freshly tapped.“The qualities that make cask beer special, are qualities that young consumers really care about when they are making purchasing decisions. The challenge has been how to convey these qualities without stepping on the toes of “craft beer” or using alienating jargon - such as fermentation, conditioning, or yeast.”
She went on to say that “The vibrant visuals and tone of this campaign help get this across, and that by actually re-designing the look and feel of cask beer in the pub - from the hand pulls to the glassware - we have a really good shot at changing consumer behaviour.”“This campaign isn’t just about dressing up a few hand pulls – we’re looking to connect the dots across the industry, and completely change the public’s perception about cask beer. This isn’t just an “old man’s drink” hidden in a dark corner of the bar - cask is the pinnacle of brewing, the freshest, most handcrafted product on the bar.”
“We want to tell this story not just in pubs, but also by creating an enhanced digital experience that allows drinkers in a variety of venues to learn more about their drink by watching interviews with brewers, discovering where the beer was brewed, or when the beer was freshly tapped.”“Fresh Beer Promise.” Alongside displaying campaign materials at the POS in their pub, they will commit to stocking at least two hand pulls with a rotating third cask on tap and ensure a high standard of freshness by promptly replacing barrels and take part in initiatives to improve quality. The activity would be supported outside of the pub with a dedicated PR, social media, and advertorial campaign to keep cask beer at the forefront of the consumer’s mind inside of the pub and out. It all sounds good on paper, but how will these laudable aims actually be implemented, monitored maintained and, is necessary, enforced?
Despite these observations, I wish this latest attempt to revive cask’s fortunes, well and will be keeping a close eye on the roll-out of the “Fresh Beer Promise” along with the type of pubs that will be signing up to it. However, set against the deep economic gloom the nation finds itself facing, is this really the right time for a campaign such as this?