The group will focus on spring ales in the new campaign, which will run in 64 pubs from April 4 to May 31. Pubs taking part will serve a range of beers from main sponsors Brains, Black Sheep and Adnams, as well as from local brewers via the Society of Independent Brewers (SIBA) DDS scheme.
CAMRA members are able to claim a 20% discount on cask ales by showing their membership card, and CAMRA membership forms will be distributed in the pubs. Customers can also download 50p off a pint vouchers and a loyalty card from Facebook.
The initial Proud of our Ale campaign, which ran in October 2011, saw more than 100 different cask beers sold across the business and increased TCG’s cask ale sales by more than 25%. Many individual pubs saw higher increases and the promotion also helped drive sales at venues which would not normally expect high cask sales.
Nigel Wright, chief operating officer of TCG said: “Cask ale is Britain’s national drink and a product that can only be enjoyed at the pub. We’re delighted to be working with three iconic cask ale brewers, as well as CAMRA, SIBA and Cask Marque once again.
“The response to the initial Proud of Our Ale campaign was enthusiastic, and put our pubs ‘on the map’ for cask ale drinkers in their area, with many becoming regulars once they had discovered the range and quality of ales on offer. With the latest event running for almost two months, we’re looking forward to welcoming more ale lovers than ever.”
Paul Nunny, director of Cask Marque, said: “We are impressed by TCG’s investment in its cask business, both in broadening the range of ales on offer and ensuring they are served to the consumer at optimum condition. It’s good to know that their last cask promotion was so successful that they are reprising it and we hope that this next campaign is similarly effective in introducing new drinkers to the delights of cask ale.”
A full list of TCG pubs taking part can be found at www.the1440.co.uk