The Great Big Taste Challenge will involve ale-tasting masterclasses in pubs and breweries up and down the country.
Organiser Cask Marque claimed the theme will give licensees plenty of scope to highlight their cask ale offer. It suggested matching cask ales to each dish on the menu, involving a local Campaign for Real Ale branch in an event, getting loyal cask ale drinkers to ‘introduce a friend’ through promotions or sampling activity, and giving prizes for the best descriptions of the taste of each cask ale sold.
“We are calling on pubs up and down the country to start planning for Cask Ale Week,” said Cask Marque’s Annabel Smith. “It doesn’t matter what you do, so long as it stimulates interest in cask ale – and drives some sales.”
Smith, one of the country’s first three women to qualify as a Beer Academy Sommelier, will be hosting a ladies’ cask ale and chocolate-tasting event at the Coach and Four in Wilmslow, Cheshire. It’s in conjunction with Hydes brewery.
She said: “It’ll be educational and informative, but also huge fun and a treat for the taste-buds. Every licensee who’s interested in cask ale should be able to think of something for the Great Big Taste Challenge – and there are lots of brewers and beer experts out there to help them in putting on an exciting activity.
“Whether it’s tutored tastings, a beer festival, beer and food menus, a promotion or competition, make the most of the Week to get your tills ringing and cask ale sales soaring.”