Hotels 6,894
15,882 Beer is
the most widely distributed
alcoholic drink Distribution of beer by outlet
Clubs 26,571
Restaurants 27,457
Pubs 33,784
Bars
sales through the tills” Jerry Shedden, Heineken UK
is driving value and £40m extra cash
CASK CONCERN
One part of the beer market that should have benefitted from increased consumer interest in artisan beers is traditional cask beer – a fresh, live product often with strong local links to the outlets where it is sold. Sadly, though, that doesn’t always seem to be the case. Cask beer brewers have long struggled to command the same premium for their products as the new breed of craft keg brewers, and part of that may well be the care – or lack of it – that operators show. The latest edition of the Cask Report, the industry’s annual in-depth examination of the cask market, published in September 2018, highlighted some challenges. More than 90% of licensees surveyed said they were aware of advice on how to keep casks and did their best to follow it, or said they didn’t need such advice because they were confident of their cellar skills. However, analysis of what is actually happen- ing, conducted by monitoring specialist Vianet, which maintains metering equipment in
www.thecaterer.com How to pair beer and food
Tips from Jerry Shedden, category and trade marketing director at Heineken UK: ●Entice consumers with a great beer and food offering – alcohol consumption alongside food has increased by over 5% in the past four years.
●Pair your food and drink offering carefully, as drinks should always match the quality of the food. ●Increase footfall with simple ‘burger and pint’ promotions, or more formal food and drink-matched menus in higher-end venues. ●Ensure bar staff are fully
thousands of pubs, shows a somewhat differ- ent picture. Many businesses are serving cask for several days longer than the optimum three- day recommendation, which has a marked effect on quality. Many are also serving cask beer above the ideal temperature, which rein- forces negative stereotypes about warm beer. Staff engagement is also important.
trained and confident in your establishment’s beer and food offering, recommending a premium lager to complement your customers’ food order, encouraging consumer spend. ●Serve beer in a branded glass to maintain carbonation and flavour as well as ensuring a quality experience.
Research for the report found that 61% of cask ale drinkers want to talk to staff about the beer they order, but only 36% of bar staff have an understanding of cask. When staff can have a conversation about the beer, it drives sales: ● 50% of customers will return to the pub ● 31% will stay for another drink ● 46% recommend the pub to their friends.
Drinks Guide 2019 | 19
“Premiumisation
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