Cask ale is booming, the number of breweries is at a 70 year old high and three new breweries are opening every week, however large numbers of pubs continue to close. The cask ale industry has therefore come together to launch the website Cask Matters, in conjunction with the new Cask Report, in the shared belief that cask ale can help save pubs from terminal decline.
Backed by a large number of breweries plus Cask Marque, CAMRA and SIBA, and following the success of the annual Cask Reports, this website provides resources for licensees on how to look after and sell cask ale successfully. It offers case studies, help with training and information for both experienced and new-to-cask licensees, and is useful for all those working in the cask ale sector.
The information is backed up by evidence, providing real insight into the sector so visitors to the website will find reports such as all the Cask Reports and SIBA’s Beer Report, market research and the latest statistics from a wide range of organisations with short summaries which explain their relevance. The website http://caskmatters.co.uk is easy to navigate and will become, for many, the first place to find out more about real ale.
Cask Matters also contains news about cask ale, and the latest initiatives being used by successful licensees, demonstrating how successful pubs are using cask ale to boost trade and also how breweries can support them. Case studies provide information about stocking and serving real ale successfully or running a beer festival, and users of the website can make comments online and sign up to the e-newsletter.
The Cask Report argues that cask ale is not just valuable to pubs in terms of cask ale sales, but also because it significantly drives footfall with cask ale drinkers often making the decision amongst friends and colleagues about which pub to visit. The Report also argues that pubs are undervaluing cask and could be selling it for more. Paul Nunny from Cask Marque, responsible for hosting the website, said “The idea behind Cask Matters is to build on the success of the Cask Report, Cask Ale Week and the growing number of breweries, beer festivals and CAMRA members. Cask ale can help more pubs to become successful and profitable and Cask Matters can equip landlords with the information they need to serve the perfect pint to their customers.”