A question of quality

Industry figures explain why the Marston's and MA CaskForce scheme is vital when it comes to improving cask ale

The start of a new year is a time for evaluating what happened in the last 12 months, and looking forward to what 2007 might bring.

And for one lucky reader, this year will be the one that changes their business significantly, with the joint MA and Marston's CaskForce initiative promising to pay one licensee's rent for a year.

Now in its second year, the scheme is aimed at driving cask-ale quality in pubs. Even if you don't win the top prize, there are several other prizes of free in-pub training up for grabs - all helping to improve the bottom line.

The MA asked some key industry figures why pubs should enter the competition and asked about the importance of beer quality.

John Melia, BII client development director

"The issue of beer quality is crucial - the industry has suffered in the last few decades and it's great to see it facing up to the problem.

CaskForce supports everything we do at the BII, such as improving standards of cask ale in pubs. Marston's has put its money where its mouth is, and managed to come up with something unique in its in-pub training. The company has cut through the issues of cost for the licensee, while ensuring it is easy to participate in a course by providing in-pub training tailored to individual licensees.

"Marton's deserves maximum praise for the way it has dealt with its initiative. When I saw the evaluation forms from last year's CaskForce, feedback from licensees was very positive, but this isn't always so - they are often reluctant to take time out from their business.

"If we are going to sell more beer in the industry and increase retail sales of cask ale, we need to continue training licensees. I wish more people would look at how to persuade licensees to go on training courses."

Alistair Derby, MD, Marston's Beer Company

"CaskForce has been a totally galvanising initiative for us at Marston's Beer Company. We have taken a team of highly experienced beer quality experts - who have the job of improving, maintaining and auditing the quality of our beers - and we've formalised their role as in-pub trainers. They are CaskForce - delivering an industry-approved training course that lays out the essential basics of good beer handling.

"It felt like such an obvious thing to do, but the positive response from licensees and pub companies has been phenomenal and has taken us by surprise. Licensees genuinely struggle to get out of their pubs for training courses and they appreciate the consultative approach taken by our beer quality experts.

"In year two of CaskForce, all beers in our brands range are included this time alongside Marston's and we've appealed for licensees to request the training, either directly or through their pub companies. We're training people who want it - and they don't have to stock our beers.

"Finally, we've teamed up with Cask Marque to appeal to everyone who took part in year one to gain that accreditation if they don't already have it. Now that they have their ABCQ, it seemed the next logical step to take."

Paul Nunny, Director, Cask Marque

"Cellar training delivers improved beer quality and impacts on profitability. Recent research for Cask Marque shows such training improves yields by 3% and sales by 7%. This is the reward for delivering customer satisfaction - CaskForce has the full support of Cask Marque.

"CaskForce training can only benefit business. It is great to see Marston's using internal resources to support the training. Clearly it is worth a licensee entering the competition."

Rupert Thompson, MD, Refresh UK

"Anything trying to raise the profile and quality of cask ale is a good thing - groups such as the British Beer and Pub Association and Cask Marque have proven that quality really does make a difference to sales. Giving staff more pride in their jobs improves staff retention. I strongly believe that we should be doing our best.

"CaskForce is a well thought-out, thorough initiative and I would definitely recommend pubs to enter. Not only will a licensee see improved sales through better cask ale, but there is also the chance of winning their rent paid for a year."

PUBS THAT SCOOPED A PRIZE IN THE LATEST MONTHLY DRAW

Main winner: J Lang, Red Lion, 170 Main Road, Brereton, Cheshire

Stage 2 Winners: Chris Brown, North Star, 52 Kingston Road, Staines; Nigel Eadie, Nags Head, 56 Butterley Hill, Ripley, Derbyshire; Ian Mayhew, Ledbury & Dustrict RBL Club, Church Steet, Ledbury, Herefordshire; Alfie Buxton, White Star, 2-4 Rainford Gardens, Liverpool; Theresa Thompson, Black Lion Hotel, Friday Market Place, Lt Walsingham; Carol Conyers, Royal Standard Hotel, 30 North Bar, Within, Beverley; Carol M Cochrane, Volunteer Canteen, 45 East Street, Waterloo, Liverpool; Matthew Clarke, Holly Bush Inn, Main Street, Church Broughton, Derbyshire; Gary Slack, Queens Arms, Bridge Street, Bakewell, Derbyshire; J Lang, Red Lion, 170 Main Road, Brereton, Rugeley, Staffordshire; Stephen Addis, The White Lion Inn, 195 Starkholmes Road, Starkholmes, Matlock, Derbyshire.

Free ABCQ training:

Tony Norris, Olde Fighting Cocks, Market Street,

Oakengates; Des Richards, Sedgley WMC, School Street, Sedgley, West Midlands; Jennie Hinnells, Swadlincote Catholic Club, 4 Darklands Road, Swadlincote, Derbyshire; Paul Emery, Bramsche Bar, Rochdale Road, Todmorden, West Yorkshire; Barry Lavin, Metropolitan, 2 Lapwing Lane, West Didsbury, Manchester; Lol Stevenson, Flower Pot, King Street, Derby, Derbyshire; Dale Vernon, Mickleover RBL, 88 Western Road, Mickleover, Derby, Derbyshire; Ron Liversedge, Sponden Liberal Club, Moor Street, Sponden, Derby; Frank Fagaro, Spondon Conservative Club, Chapel Street, Spondon, Derbyshire; Helen Jemmett, White Swan, Main Street, Dunham On Trent, Newark, Notts; Paul Marcer, Woodville Working Men's Club, 3 High Street, Woodville, Swadlincote, Derbyshire; Mark Taylor, Brownlow Inn, Newbold Astbury, Congleton, Cheshire; Colin Slack, Turks Head, 1 Market Street, Castle Donington, Derby; Michelle Mainwood, Royal Oak, 14 Newton Street, West Browich, West Midlands; Tom Gwynn, Wheatsheaf, High Street, Badsey, Evesham; Steve Compton, Chandlers Arms, Fenny Lane, Shearsby, Leicestershire; Stuart Warner, Inn the Middle, Station Road, Langley Mill, Nottinghamshire; Barr Pritchard, Red Hart, Cockshot Lane, Kington, Flyford Flavell, Worcester; Ellie Furzeman, Red Lion, 9 Ash Brow, Newburgh, Parbold, Nr Wigan; Ron Liversedge, Sponden Liberal Club, 2 Moor Street, Sponden, Derby; Paul Marcer, Woodville Working Men's Club, 3 High Street, Woodville, Swadlincote, Derbyshire; Ramnik Patel, Bruford Arms, 119 Bruford Road, Wolverhampton, West Midlands; Marie Stevens, Burnt Gate, Hopley Road, Anslow, Burton-on- Trent; Sarah Dunn, Haworth Old Hall, Sun Street, Haworth, West Yorkshire; Jennie Hinnells, Swadlincote Catholic Club, 4 Darklands Road, Swadlincote, Derbyshire; Kevin Henley, White Lion, 35 Warmington Road, Warmington, Crewe, Cheshire; Gareth Higgins, Alyn Hotel, Station Road, Rossett, Wrexham; David Russell, Britannia, 75 High Street, Wollaston, Stourbridge, West Midlands; Lol Stevenson, Flower Pot, King Street, Derby, Derbyshire; Ritchie Fawcett, Hadley Bowling Green, Hadley Heath, Droitwich, Worcester; Susan Gull, Tap & Spile, John Street, Walsall; Stephen Chamberlain, Unicorn, 75 St Edwards Street, Leek; Tom Gwynn, Wheatsheaf, High Street, Badsey, Evesham; Calder House Hotel, Steve Ainley, The Banks, Seascale, Cumbria; Claire Miller, Crown Tavern, 8 Scalby Road, Scarborough, North Yorkshire; Barry Lavin, Metropolitan, 2 Lapwing Lane, West Didsbury, Manchester; Oak, Chris Goodwin, Coventry Road, Naiginton, Coventry; Gianni D'aniello, Queens Head, Sugarbrook Lane, Stoke Pound, Bromsgrove, Worcestershire; Steve Compton, Chandlers Arms, Fenny Lane, Shearsby, Leicestershire; Karl Richardson, Bay Horse, 34 Main Street