Fuller’s launches cask campaign targeting younger drinkers

Beers on offer in the coming weeks – which also coincides with Cask Ale Week from 19-29 September – at its pubs includes favourites from the Griffin Brewery such as Fuller’s Red Fox and draught Fuller’s Vintage Ale, as well as Dark Star’s Starlink IPA.

There will also be a collaboration brew with Siren brewery on offer across the estate.

Free pint

The activity will be supported with a digital marketing campaign called Only in the Pub​ and will target a younger group of craft beer customers with a view to encouraging them to enjoy a free pint when they introduce a friend to cask ale.

There will also be a digital stamp-card, through the Magic Stamp App, for customers to try the full range of beers that are on offer during the first six weeks of what will be an ongoing campaign.

A whole range of events will be taking place too – including a Vintage Ale launch at Ye Olde Mitre in Holborn on 19 September, a Red Fox launch at The Old Customs House in Portsmouth also on 19 September, a Vintage Ale tasting at The Admiralty in Trafalgar Square on 27 September, the launch of Dark Star Starlink IPA at The Harp in Covent Garden on 11 October, and the launch of the collaboration beer with Siren at The Foresters in Ealing on 17 October.

Sweet spot

Fuller’s marketing director Sam Bourke said: “Cask ale is a real sweet spot for Fuller’s pubs – it taps into our heritage, is a product we excel at keeping and serving, and we already outperform our peers when it comes to cask ale sales.

“We have lined up an outstanding programme of beers and events to support this and, supported by our Master Cellarman programme to promote excellence in beer quality, there’s never been a better time to rekindle your love of cask ale.

“Pubs are at the heart of their communities and cask ale is at the heart of a great pub. It cannot be replicated at home and takes love, care and skill. It really is only in the pub – and we hope to see lots of loyal and new customers enjoying cask ale.”