Customers who use the app will be able to take pictures of any pump clip in a pub and have information and tasting notes quickly delivered to them. The feature will be tested for two months before being officially released during 2016’s Cask Ale Week in September.
The app will also introduce customised ‘Ale Trails’ as a new feature, which customers and corporate clients such as pubcos can use to create their own pub crawls of Cask Marque pubs.
Grain to glass
Cask Marque has also named south-west-based Butcombe Brewery as the first brewery to be accredited with its new Grain to Glass assurance.
Paul Nunny, director of Cask Marque, said: “This is a magnificent achievement by Butcombe and a commitment that endorses it as a quality brewer and pub retailer.
“Many people talk a good story but Butcombe committed itself to an independent inspection to examine its practices. We hope other brewers will follow.”
Full audit
The Grain to Glass programme involves a full Safe and Local Supplier Approval (SALSA) audit of a brewery’s beer-making process up until it is delivered to, and served in, pubs.
Geraint Williams, managing director of Butcombe Brewery, said: “Everything we do here at Butcombe revolves around our beer. That’s the way it’s always been for us. Beer is the hero for us and to have our dedication to our craft recognised by the industry is fantastic.
“Being the first brewer to be accredited with the Grain to Glass programme just shows how we’re leading the way in quality brewing, just as we have done since day one.”
Big plans
Butcombe Brewery, which is owned by Liberation Group, recently announced plans to grow by up to 100 sites over the next five years.
Williams said that, despite the company’s ambitious plans, it was important not to lose the character that Butcombe had become known for.