A lighter shade of ale

The conventional wisdom is that lager sells better on a hot summer's day.

But Britain's ale brewers are fighting back and are adamant that a glass of bitter is as thirst quenching as any other drink.

This means many are introducing lighter-coloured seasonals that are much more than pale imitations of lager.

Fuller's brands marketing manager David Spencer says: "Pubs need to promote the range they have on offer.

There is a tendency for drinkers to migrate to lager in the summer ­ but just because the sun is shining, there's no need to send your taste buds on holiday.

Landlords and staff have a crucial role to play in helping drinkers discover these wonderful beers."

Fuller's Summer Ale is a refreshing, golden beer, brewed with malted wheat ­ crisp, biscuity malt flavours balanced by dry Czech Saaz hops.

Served cool, this is a perfect alternative to lager.

It has an abv of 3.9%, is one of the best-selling beers in the Fuller's seasonal portfolio, and will be available from early June.

First produced in the mid 1990s, this beer anticipated by some years, the current vogue for lighter, fruitier, golden ales.

For Shepherd Neame, the taste of summer is in the distinctive tang of Goldings hops grown in Kent's famous hop gardens, which features in a light and refreshing summer hop ale.

The Faversham brewery's seasonal draughtbitter ­ Goldings Summer Hop Ale ­ is made purely from Kentish malt and Goldings hops, grown within five miles of the brewery's front door.

Tasting notes describe the 4.5% abv beer as "light, with a floral aroma and biscuity taste".

Shepherd Neame sales and marketing director Mark McJennett says: "Licensees have a prime opportunity in summer to freshen up their draught beer offering with a summer seasonal ale.

"Seasonal guest ales are an excellent opportunity for expanding consumer choice at the bar.

Goldings is everything you would want a summer beer to be ­ sessionable, refreshing and thirst-quenching."

Goldings Summer Hop Ale is available throughout June, July and August.

Everards' summer ale is Sunchaser.

With an abv of 4%, it is produced with a lager malt, which gives it an elegant pale colour, and Hallertau hops.

Prior to conditioning, it is dry hopped with Saaz hops, giving it a spicy and peppery nature, which complements its fruitiness.

Wychwood has three summer brews.

In June, the Oxford brewer is celebrating England's imminent success in Euro 2004 with England's Ale, a robust and satisfying brew at 4% abv.

In July, drinkers can enjoy the warm and balmy summer evenings with a pint of Midsummer Nights at 3.7% abv.

And Pole Jolter is a 4% abv ale brewed to mark the Olympic Games in Athens during August.

Hook Norton's summer brews are First Light at 4.3% abv ­ a pale, light brew, made with malted wheat for June ­ and Haymaker at 5% abv for July and August.

And Arkells' seasonal brew is Summer Ale.

The 4% abv dry-hopped beer is said to rival lager when served cool.

Other summer beers include, Charles Wells' Summer Solstice, Smiles' Maiden Leg Over, Arran Sunset, and two beers made with wheat ­ Butcombe Blonde and Cornish Blonde from Skinners.

And the Beer Seller has produced a special eight-beer Sizzling Summer Beer Festival kit that aims to promote such an event.

The kit includes not just the beers, but pump clips, tasting notes and posters.

Outdoor living Waiting for the sun to shine before ordering garden furniture is waiting too long says Fenton Timber Products operations manager Jim Miller.

"There has been a huge increase in demand for outdoor seating, and licensees should make sure they order earlier in time for the summer season," he says.

And he also advises pubs to make sure they buy resilient furniture, as often the cheaper, less durable option is not worth the investment.

"We are the biggest supplier of furniture to pubs and students and it can take a hammering, especially if customers decide to dance on the tables."

Adopting a clean and fresh look in the garden is the first step to maximising profits from the garden says Anchor Fast sales director Ian Penbury: "As it becomes more popular to spend time in the garden we find more of our customers have gained from extending the pub interior into the great outdoors," he says.