The promotions, which will be for its free trade customers are Flight Club and the Three Cheers for Free Beers loyalty scheme, to raise awareness of cask ale and encourage guests to sample it.
Flight Club package
The Flight Club package will include all the relevant equipment for pubs to offer a tasting session of cask ale to guests. The pack include paddles, glasses and everything customers need to promote and encourage guests to sample three different cask beers, without them having to commit to a full pint. To be eligible to receive the Flight Club pack, free trade customers will need to stock a minimum of three Greene King cask ales.
Meanwhile, the Three Cheers for Free Beers scheme will see customers supplied with collector card kits that offer guests the seventh pint of cask ale for free after purchasing six pints. The incentive will aim to entice guests to come back for more even after the cask celebrations have concluded. The scheme is available to all free trade customers in England and Wales.
More important than ever
Will Hemmings, marketing director for Brewing & Brands at Greene King, said: “Cask Ale Week is now more important to the category than ever before and we need to not only educate but celebrate what makes cask ale great and why it deserves a place on the bar and support our free trade customers in promoting this wonderfully unique product to their guests.
“For September, we wanted to encourage people that maybe haven’t tried cask ale before, to sample a range of styles and favours and help them find their own favourite. We also wanted to show appreciation to our loyal drinkers at the same time. We believe both incentives give us the platform to celebrate cask ale and we look forward to seeing our customers enjoy them too.”