Get on the trail

In many of the pubs around The Publican's Central London office, brown leaflets can be found dotted about on tables and scattered, half-read, on bar stools. What are these intriguing sheets of paper in the Nicholson's-branded pubs in Blackfriars?

They are guides to ale trails, a marketing tactic employed not just by Mitchells & Butlers chain Nicholson's, but by groups of pubs throughout the country. The concept aims to link pubs together under geographical boundaries or common themes, with individual sites given a chance to promote themselves. It is a kind of strength-in-numbers approach, drawing in customers with suggested itineraries.

The Campaign for Real Ale says real ale trails are a great way for pubs to get discovered by new customers. "Several of our branches organise trails around a certain beer style," says spokesman Owen Morris. "For example, if a pub sells a great pint of mild then it is included on a 'mild route'. "This also encourages licensees to include that beer style on their bar so they don't miss out on the custom."

Do ale trails actually bring more customers through the door? With Nicholson's launching a website dedicated to the scheme, we decided to hit two ale trails, in London and Lancashire, to find out…

On the trail of Dick Whittington

First up was the historic Black Friar, on the north end of Blackfriars Bridge, where I met Nicholson's brand manager Andre Johnstone. The 'Dick Whittington' trail began when individual managers of the chain's sites got together and came up with a version around six years ago, Andre explains. As it became successful, Nicholson's marketing department took hold of it.

Now, almost all of the 48 Nicholson's pubs are tied in. All in London, the only ones not included are outposts in Islington, Clapham, Canary Wharf and Kensington.

Last year, an updated version of the guide distributed in pubs on the trail was released. It made the map less cluttered and introduced a T-shirt offer. This has given Nicholson's a measure of how many drinkers are doing the trails. Drinking five pints along the journey wins trailers a free T-shirt. On average, each pub handed out 500 of the T-shirts in 12 months.

As we reached the Kings Head, in Piccadilly, Andre tells me that he wants the trail concept to be made more comprehensive. "We want to give information about the area and make sure people take in attractions along the way, as well as taking in historical pubs," he says.

This is what the website is all about: providing details on things to look out for on the five trails into which Nicholson's pubs are organised.

Andre is also considering introducing a treasure-hunt mechanic, "where you would get really involved in the trail through some pretty tough questions".

A short walk to the Clarence in Mayfair and Andre explains the characteristics of a Nicholson's pub and why the ale trail is appropriate.

He says: "'Classic' is over-used, but Nicholson's are classic London pubs. They have heritage, eccentricity and something about them that tells a bit of history."

The trail reaches its end in the nearby Red Lion, where the pub's manager summarises the value of ale trails.

"The tourists love it," says Paul Maccalion. "They get it into their heads that the pub is 3,000 years old and the Queen serves here on a Friday night. We're happy for them to believe that if it persuades them to come in.

"But we also get plenty of Londoners. Last Saturday, we had 12 Sherlock Holmeses in doing the trail. These aren't the kind of people downing pint after pint of lager. The trail guarantees you good-quality customers."

Fence Ale Trail

"We have got the Bay Horse, the Harpers Inn, the Forest Inn, the White Swan… we're spoilt for choice around here," licensee Kevin Berkins tells me in his pub the Fence Gate Inn, in Fence, Lancashire.

With this embarrassment of pub riches, it made sense for local publicans and real ale enthusiasts to persuade Lancashire County Council to start up a dedicated ale trail bus service, Kevin explains.

After travelling a few stops on the aforementioned bus, Rising Sun licensee Dave Holden tells me more over a pint at his bar. He led the lobbying of the council which persuaded it three years ago to create a Wayfarer circular bus route around five local pubs known for their cask ale. With a fare of £2.50, at its peak it transports 90 drinkers a night, according to Dave.

The bus drops us at the Bridge, where Kevin explains that the trail is organised so that one service goes one way and another goes the opposite. "If you miss one, you can get on the next one going the other way," he says.

"We licensees sowed the seed for all this," he summarises. "We don't really market it, but everybody local knows there's this beer bus that goes round the area. It's a great idea. Nobody drives, and there's plenty of trade to go round."

What's your history?

Nicholson's has promoted its pubs' stories to create a successful ale trail. Can you interest customers with quirky details like the following?The Black Friar: A 1905 re-modelling gave this grade II listed pub an Art Nouveau spin. Its arched snack bar, lined with marble and featuring a series of amusing friar-related scenes, is the main attraction.The King's Head: Thought by some to be named after King Charles II, some disagree and believe it to be named after King George II. Hence, both feature on the sign.The Clarence: On a fashionable Mayfair street once inhabited by 18th-century poet Alexander Pope, Buckingham Palace architect John Nash and composer Frederic Chopin.The Red Lion: Famous for its Victorian mirrors, rumoured to have been commissioned by magistrates to reduce the privacy of snugs and activities of local prostitutes.

See www.londonaletrail.co.uk for more information on Nicholson's ale trails.