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Press Pack
COMMITTED TO STAMPING OUT BAD BEER
‘It only takes one bad pint to turn a drinker off cask ale for life’
Cask Marque has a clear and simple message for the nation’s publicans – bad quality beer is bad for business.
The organisation, which conducts independent assessments of cask ales, is committed to raising standards in pubs throughout the country.
Director Paul Nunny says: "All too often, publicans don’t appreciate the care and attention cask conditioned beers require. By serving pints that are below par they certainly lose sales and also run the risk of losing customers."
“It’s a mistake they simply cannot afford to make. Today’s consumers are more discerning and demanding than ever before. They expect their beer to be satisfying, refreshing and of a consistent quality.
“Pubs serving cask beer need to face up to this challenge and Cask Marque is there to help them meet it.”
The need for some degree of quality control came from within the brewing industry in the late 1990s. With beer sales in general decline, brewers feared poor service standards over the bar were largely responsible.
Four companies – Adnams, Greene King, Marstons and Morlands – joined forces to commission their own research. Qualified auditors visited 1,000 pubs and discovered:
- Bad quality pints. In 23 per cent of outlets visited, inspectors said the pint was so bad they would not buy that brand again
- Failure to serve beer at the appropriate temperature in 20 per cent of pubs
- Too many brands on sale. There was a direct correlation between bad beer and pubs with five or more hand pulls on the bar
- Impressions of poor quality pub management
To combat these poor standards, the brewers decided to set up an industry wide accreditation scheme, which became known as Cask Marque.
Paul said: “We agreed a national scheme with consistent standards and totally independent judging was the best way of directly addressing consumer concerns about beer temperature, presentation and, above all, taste.
“We decided to award Cask Marque plaques for the pubs of licensees who reached our stringent quality standards so people could easily identify the best places to visit.
“That was more than seven years ago and the number of members has increased from four to 34 of the country’s leading brewers and pub owning companies.”
Since its foundation, Cask Marque has inspected around 100,000 pints of beer and accredited approximately 3,700 licensees who proudly display the Cask Marque plaque in recognition of their achievement.
Said Paul: “The challenge for licensees is to hone their skills and make sure their beer is served in great condition each and every time.
“The challenge for Cask Marque is to raise awareness among the consumer about what our symbol represents. Think of it as the promise of a perfect pint and a pub that won’t disappoint the discerning cask ale drinker.
“If both parties are successful, those alarming findings from our initial research will be consigned to the history books.”
* Cask ale is a fresh product brewed from natural ingredients. While being stored in the pub cellar, the beer undergoes secondary fermentation in the barrel. It still contains live yeast and the carbon dioxide which gives it the characteristic ‘tingle on the tongue’ is naturally produced.
In contrast, lagers and smooth bitters contain no live yeast and have gas added to give them some life.
CASK MARQUE FACT FILE
The sector:
- There are approximately 58,000 pubs in the UK
- It is estimated that 36,500 (63 per cent) of these serve one or more cask conditioned ales
The Cask Marque:
- Awarded to licensees who serve the perfect pint of cask ale in their pub
- Beers are judged on temperature, appearance, aroma and taste
- Pubs are reassessed annually
- Cask Marque inspectors test more than 27,000 pints of ale every year
- That’s an average of 2,288 pints every month, or almost 100 for every working day!
The organisation:
- Cask Marque was founded in 1997
- The accreditation scheme is jointly funded by a total of 34 brewery and pub retailing members
- Cask Marque supports responsible retailing and sensible drinking in all accredited pubs and among its members
The achievers:
- To date, 3,728 licensees hold accreditation (regional / postcode breakdown available on request)
- Around 70 new pubs a month gain accreditation
What is cask ale?
- A natural product made from four wholesome ingredients – malted barley, hops, water and yeast
- Unique to pubs – consumers cannot buy a pint of cask ale anywhere else
- Offers huge variations in style and flavour
- Cask ale differs from more commonly consumed lagers and ‘smooth’ bitters because it is a living product that arrives at the pub not fully fermented
- It is naturally gassy, no additional CO2 needs to be added
- Cask ale gains maturity and flavour in the cellar as it undergoes secondary fermentation
- Publicans play a key role in finishing the beer. They use their skill, knowledge and experience to look after the product and serve it when the quality is at its best
- Each cask has a ‘shelf life’ of approximately three days, after which the quality is poor and it should no longer be sold
Cask ale myths:
- “All cask ale is strong.” Not so! Ales range from around three per cent alcohol by volume (ABV) to five per cent or more
- “All cask ale is warm.” The optimum temperature for serving a pint of cask ale, as recommended by brewers, is 11-13C. Cool beer is definitely best. Too warm and it tastes unpleasant and isn’t refreshing, but too cold and it loses the unique aromas from the brewing process
For further information please contact Seal Communications: Jo Mathers or Nick Trueman on 0121 200 0780 or Kim Salt on 0207 336 7313
‘BEER POLICE’ OUT TO REWARD BEST PRACTICE
For a licensee to qualify for Cask Marque accreditation their beer needs to pass a thorough assessment by one of the organisation’s independent inspectors.
While travelling the nation and testing pints of ale may sound more of an indulgence than a job, the importance of the role and the skills required should not be underestimated. After all, it’s the inspector’s brief to make sure the consumer is receiving true quality for their money. And they want to stop anyone getting short changed with a bad pint.
Cask Marque director Paul Nunny said: “The aim of Cask Marque is to promote best quality beer and reward licensees who serve the perfect pint of cask ale. We have 40 inspectors operating across the country making sure pubs applying for the Cask Marque come up to scratch.
“They also make unannounced swoops to ensure those outlets who have already gained accreditation are continuing to serve beer to the highest possible standard. We like to think of them as our ‘beer police’ on a mission to stamp out crimes against quality.”
To date, Cask Marque inspectors have accredited 3,728 licensees and tested something like 100,000 pints of cask ale. They must check the beer on sale to consumers for temperature, appearance, aroma and taste.
Paul said: “We check all cask ales on sale at the bar and award points for quality. If successful, the licensee receives a Cask Marque plaque, the sign of a perfect pint, to display at their pub.
“The accreditation is valid for 12 months, after which point the beer needs to be reassessed.”
Requirements for the role
All Cask Marque inspectors have either an Institute of Brewing qualification or the equivalent experience working as part of a beer quality team for a brewery or pub company.
They need to meet Cask Marque’s exacting standards in terms of their ability to taste, smell and have visual appreciation of a huge variety of beers from across the country.
Inspectors are responsible for visiting and assessing pubs in a particular postal code region.
Many have also become part of Cask Marque’s in house training team and teach cellar management qualifications.
MAKING BEER BETTER
Tips for publicans
Licensees can take simple steps to improve beer quality, including:
- Keep beer in a cold store or cellar and maintain the temperature at 11-13 C (52-56 F)
- Clean the beer lines (pipes) thoroughly at least every seven days
- The same goes for the cellar, it should be kept spotlessly clean
- Monitor stock rotation and selling dates. Beer must be given time to condition before serving
- Stillage casks (secure them horizontally) for a minimum of 48 hours prior to sale
- Vent them on the day of delivery, peg them about two hours after delivery and tap them 24-48 hours before sale
- Most beers should be sold within three days, so avoid having too many on the bar at once
- At closing time always insert a hard peg into the cask to preserve quality
- Train your staff to serve the perfect pint
- Always use a cool, clean and dry glass – preferably correctly branded
- Aim for a 10mm deep head
- Remember, good presentation is vital and can encourage customers to return for more
Tips for consumers
Consumers can spot a good pint by checking:
- Temperature. Cask ale should be cool, not warm
- Aroma. You should be able to smell the varieties of hops, malt and yeast used in the brewing process which give every beer its own distinctive ‘finger print’
- Appearance. Once settled, the beer should be crystal clear, not dull or hazy
- Presentation. Look for a clean, branded glass – it’s a strong indicator of a publican who takes pride is his or her ale
- Taste. It should be crisp and refreshing. You know the beer is good if at the end of the pint you want another!
Getting more out of your ale:
- Talk to your licensee and bar staff. How well do they know their beer, can they describe the taste and offer recommendations?
- Experiment to enjoy. There are so many ales on offer, including seasonal variations. Broaden your horizons and try something unusual
- Try before you buy. Never be afraid to ask. All Cask Marque accredited pubs offer this service
- If you’re not happy with the quality of your pint, say so. It’s the only way licensees know they need to make improvement.
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