Battle of the beers boosts pub's sales

A licensee has gone head to head with his customers in a battle of the beers and helped give his sales a boost.

James Russell runs a monthly quiz at his Marston's pub, the Royal Oak in Didsbury, Manchester.

The prize for the winner and runner-up is the chance to choose a guest ale that will be sold at the pub throughout the next month. James chooses a further ale, and the three beers go head to head in a month-long popularity contest. The winner is rewarded by receiving a gallon of the most popular ale.

James, who this month is backing Marston's Hoggy's Night Watchman, said: "I've played it safe this month. I've used a bit of insider knowledge, since I know I can push Hoggy's because of the cricket.

"Though saying that, Tony, who won the quiz, has picked Wychwood's Beewyched which is only two pints behind mine, so I'm a bit worried."

James has seen profits soar by up to £400 over the usual takings on quiz nights and this is further boosted with competition winners encouraging other customers to try their chosen ales.

The competition has also encouraged staff to take a wider interest in the drinks.

"I give staff tasting sessions and I use a chalkboard to give information about the ales' alcohol content, the hops, colour and flavour.

"There's been a definite increase in sales of ale. Even the girls who say they won't drink bitter liked the Jennings' Honey Bole, because it's made with fairtrade honey.

"When staff tell the regulars about the ales now, they trust them because they have been here so long, and know they wouldn't give them a duff drink."