Opinion: Innovate to get ahead
As the alcohol industry seeks to overcome the pressures experienced over the past few years innovation has become key for the industry.
Brewers like ours have had a big part to play in leading innovation, and new product development has been fundamental to this. Successful seasonal beers launched over the past few years include Pitch Black, a cask-conditioned stout, and Sly Fox, a ginger ale.
The new seasonal ale list from Caledonian shows the wide variety of beers on offer. As well as new cask ales, developments such as Spindrift, which was a project between Adnams and Punch Taverns, have again shown how brewers are innovating to develop the market.
Relaunching existing equipment and methods in a different way can also spark interest and passion for cask ale. The new, futuristic St Edmunds Handpull from Greene King is a great way of capturing attention on the bar and attracting new drinkers to ale, as it creates differentiation from the other handpulls. In addition, the option of dispensing in a 'northern' or 'southern' style adds a new reason to discuss the product with customers.
However, innovation is more far-reaching than the area of new product development.
The shifting market means now is a great time for licensees to rethink their strategy and focus on core consumers. It is getting increasingly difficult to target new consumers through traditional methods and many existing real ale drinkers rebel against what they see as 'marketing', as they feel they are savvy enough to make their own choices.
It is therefore essential to try to reach new people in different ways, and this may include subtle marketing approaches such as product sampling and engaging customers through new media.
For example, you could build a database of customers and keep in touch via email, or hold events such as 'Meet the Brewer' nights. You could even 'adopt' a local brewer to grow the customer base and help with innovative ideas to support current and potential drinkers.
One of the biggest innovations in ale marketing has been the Cyclops tasting notes system launched by Everards in 2006, supported by the Campaign for Real Ale and brewers across the industry.
The aim of Cyclops is to make cask ale more accessible by demystifying tasting notes, which were traditionally long-winded, promising a huge range of tastes.
The simplicity of Cyclops prompts interest and enables drinkers to understand what they are getting, discover the huge range of tastes and styles available and learn to recognise what they enjoy.
In addition, the tasting notes on the reverse of pump clips enable barstaff to confidently advise customers and recommend cask ales.Research has shown that the Cyclops scheme has been successful at introducing the category to new and lapsed drinkers, who are often intimidated by cask ale.
We are in exciting times within the ale industry, shown by the enthusiasm and commitment shown by a number of brewers. There is a balance to be struck between attracting new drinkers to secure the future of cask ale and satisfying the current drinkers who enjoy seeking out new products. Innovative ideas will achieve this. What will be the next innovation to drive the category forward? Watch this space...
Erika Hardy is brands manager for Everards Brewery
