Greene King Brewery has set out its vision for ale as it aims to transform the way the industry looks at the ale category.
The brewer says it’s a proven category, with ale already representing one in five pints of beer ordered in the UK. Cask ale is the 3rd biggest category for rate of sale of pints, with over 130 pints sold per week, with keg ale following in 4th. Greene King aims to build on the current demand for an even more successful future.
Given that ale, especially cask ale, is unique to the pub, the brewer says that it shouldn’t be a difficult category to engage current guests, however, if the basics aren’t right then it all falls at the first hurdle. Focusing on quality, education, and presentation, means venues will really get the most from their offering, and this is at the heart of their support,
Greene King has also looked at the different sub-categories of ale with tradition keg ale, cask ale and craft ale and the role they each play on the bar highlighting that venues need more than just a good range of ales on the bar, they need the correct ales in that range too. Understanding the different areas of ale and how these then match with the venue and guest profiles can ensure that the range on offer is the most profitable.
Angie May, On Trade Category Manager at Greene King, said, “The aim of our vision is to get the industry feeling the passion and motivation we have for ale, and understand how to make the best out of it for now and make it successful for the future. Greene King wants to make it as easy as possible for our customers to win with ale and in turn seek the rewards from guests too.
“Where there is demand there is a need and we believe that it’s about getting it right now and making those changes for the future, that will provide profit for businesses and an exciting future for ale.”
The brewer highlights that cellar management also needs to be at the forefront, and they support this through their online training portal, Beer Genius, as well as in person training for customers. As well as cellar skills, to further address the challenge of a fresh, short shelf-life product like cask ale, the brewer launched its 4.5-gallon pins into the market last year. The introduction of pins, which aims to minimise wastage and encourage venues with smaller throughput to still have cask on the bar, and the ability to add further range with a lesser volume.
For two consecutive years, the brewer has also launched its Fresh Cask Releases calendar, a portfolio of limited-edition cask beers available at specific times throughout the year. The calendar, which offers new styles and flavours of cask to and excitement for the category and those influential drinkers, resulted in driving an increase of 42% in volume of Greene King’s seasonal last year compared to 2022.
To really win with ale, say Greene King, “it is also about giving the best customer experience, where guests want to have their ale in an appropriate branded, clean glass and presented in the best possible way. Providing that elevated experience is what guests now expect.
“As an industry, it is important that we engage and serve our ale drinkers for today to the best of our ability, however we can only ensure a future for ale by making sure we appeal to the new generation and their preferences too.”
Find out more information about Greene King and its ales here