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Cask Marque Trust Seedbed Centre Severalls Park Colchester CO4 9HT 01206 752212 |
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 Cask Ale Report 2007 |
 Research
Background and research results Cask ale has been showing significant volume decline over the last few years, currently above 8% per annum. There are a number of reasons for this - the main areas are the growth of “nitrokegs”, the effect of hot summers, and possible stocking of cask ales in unsuitable outlets during the ‘90's. Cask ale throughputs have declined, and it is believed that this will have affected quality. The four brewers, who have initiated and sponsored this project had clear anecdotal evidence of poor quality standards but no hard evidence, so a comprehensive piece of field research was commissioned. A survey was conducted using qualified auditors who visited over 1,000 pubs throughout England of which 82% stocked traditional cask ale. An independent Market Research specialist determined the sample frame and methodology. It's findings showed : a) The quality of the pint in the glass was so poor in 23% of the outlets that inspectors stated they would not buy the pint again. b) Poor quality was directly linked to the number of hand pulls on the bar. In 54% of the cases where inspectors stated they would not buy this pint again, too many brands on the bar was cited as a contributory factor. Pubs with over 5 hand pulls saw a marked drop in mean scores. c) The other major cause of poor quality was failure to serve beer at the appropriate temperature (20% of all samples), but this was often linked to overall impressions of poor quality pub management in these outlets. d) The worst performers with regard to beer quality were the independent free trade outlets, particularly in the south and south west of the country. e) Poor quality was found in all types of pub, without significant variance between food pubs, rural pubs or city centre outlets. Why is an accreditation scheme necessary? Having explored a number of options for trying to address the quality issue, an industry-wide accreditation scheme was considered to be the most effective way of achieving a quick and lasting improvement. Many companies have taken individual quality initiatives, some setting very high standards and investing a lot of money. However, none appears to have achieved national recognition, and none are seen as entirely objective. The research results show that the net effect of all this effort has not been satisfactory. An accreditation scheme will achieve wider consumer awareness in the medium term (3 years depending on level of adoption and surrounding P.R.) but should achieve high awareness amoung the Trade, opinion forming drinkers and the Trade press within 12-18 months. The latter point will be the key to its initial effectiveness - licensees will want the award to confirm their cask ale skills and a stigma will be attached to failure. This will allow training to be focussed and its importance accepted by the Trade. The scheme will focus only on cask ales, but in practice a licensee who handles his cask ales well will apply the same hygiene and stock rotation to his entire range. The scheme must be seen to be independent and objective if it is to achieve credibility and status - the industry will need to fund and will set the initial parameters for accreditation, but must not influence the detailed operation.
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Cask Marque stands for:
Look out for the Cask Marque Plaque. This guarantees beer quality in the outlet and the opportunity to TRY BEFORE YOU BUY. |
