A fifth of Star’s pubs are now Cask Marque-accredited, with a further 5% expected to be approved by the end of the year, “boosted” by Star’s new SIBA Beerflex scheme.
Under the agreement, Star licensees with Cask Marque-accredited pubs can order local cask ales brewed by Beerflex participants within a 30-mile radius of their pubs.
Increase customers’ choice
Star Pubs & Bars operations director Mick Howard said the SIBA deal is “largely responsible” for the growth in accreditations, helping to increase customer choice as well as cask quality in Star pubs.
“Great pubs thrive, which is why we’re passionate about supporting licensees, helping them to improve standards and drive trade,” he said.
“We’re actively encouraging licensees to gain Cask Marque approval and help fund accreditation for pubs with a good cask offer.
“A quarter of our estate is on track to be recognised for the quality of its ale by the end of the year.”
Attracting new people
Mike Hales of the Butlers Arms, Pleasington, Blackburn, Lancashire, was one of the first licensees to participate in Star’s SIBA partnership.
He said: “Cask Marque accreditation alone helped increase ale sales by 8%.
“I’ve got six casks on tap. Customers love having a local option and it’s attracting new people.
“It complements our focus on sourcing food locally and supporting neighbouring businesses.”
Cask Marque champions beer quality in pubs through an accreditation scheme and training.
Around 10,000 pubs now have the Cask Marque award and trained assessors make more than 22,000 pub visits a year, checking and advising on the beer.