Heineken launches Cask Orders
Heineken UK is offering all its freetrade customers the chance to take advantage of 42 popular regional and seasonal cask ales sourced from 20 local and national UK brewers this summer.
The launch of Cask Orders will see 42 beers available from June to August, underpinned by a selection of 17 national and regional champion ales that will be available throughout the rest of the year.
The move is a further demonstration that the big lager brewers are recognising the growing importance of cask ale to British pubs. It follows on from Molson Coors acquiring Cornish brewer Sharp's and Carlsberg's push on Tetley and its seasonal range. Heineken already has Caledonian as part of its brewing portfolio.
"Heineken UK is already one of the biggest and most active players in the cask sector, supporting the sale, distribution and dispense of more than 375,000 barrels of cask ale per year," said Heineken UK managing director of sales Lawson Mountstevens.
"The decision to launch this new, improved scheme and our ongoing commitment to promoting and maintaining draught beer quality will grow the sector, and help thousands of customers to tap into the profit opportunity that Britain's thirst for cask ale offers.
"Well-kept, well-presented cask-conditioned beer provides the on-trade with a unique sales proposition and Cask Orders will showcase a varied and exciting range of ales that will appeal to new and existing audiences alike," added Mountstevens.
As part of Cask Orders, Heineken is also introducing a new hand-pump clip with changeable ale badges and prominently displayed Cyclops tasting notes to help engage customers.
Licensees who are participating in the scheme will also be able to take advantage of promotional offers including free staff garments, golf merchandise and the chance to win a trip for two aboard the famous Flying Scotsman locomotive, courtesy of Caledonian Brewery.
