Managed pub and bar group TCG is bringing back its successful ‘Proud of Our Ale’ campaign this month, this year with an added drive to engage consumers through social media.
Proud of Our Ale, now in its fourth year, has proved highly effective in building TCG’s cask volumes, with a 30% uplift achieved across the six weeks of last year’s campaign. This year, Proud of Our Ale is running from 25 September with the launch of Cask Ale Week, through to 9 November, and involving 39 sites.
The most popular elements of previous years will be at the heart of the campaign, including a ‘buy six ales, get one free’ offer; a 20% discount for CAMRA members and a ‘taster pint’ – three thirds of different cask ales, to encourage customers to try new ales.
In recognition of the growing number of younger, social media-savvy cask ale drinkers, Facebook and Twitter updates are an important part of the Proud of Our Ale marketing campaign this year. Pubs will tweet every time they add a new beer to their bar, and a campaign Twitter page has been set up.
All participating pubs will extend their cask range for the duration of the campaign, while a number of larger sites will stage a beer festival on the first weekend, offering up to 14 ales at a time. Pubs are encouraged to sell as wide a variety as possible, changing them frequently to keep consumers interested and including local breweries in the mix.
TCG chief operating officer Nigel Wright said, “Proud of Our Ale has become more successful every year, as we’ve learned from each and improved it for the next time. We’re confident that this will be another enjoyable celebration of cask ale which will generate sales growth beyond the seven weeks of the campaign, as our pubs position themselves in their locality as the best place to enjoy an interesting range of well-kept ales.
“This year’s social media focus adds a new dimension and, we hope, will help our pubs to engage with the growing number of younger beer drinkers who are driving the UK’s growing thirst for craft beers.”
Proud of Our Ales is supported nationally by Doom Bar brewer Sharp’s and regionally by Adnams, Brains and Shepherd Neame, all of whom are providing prizes for incentives, which will measure pubs’ social media activity in addition to cask ale uplift and use of point of sale materials.
Notes to editors:
- TCG operates a diverse estate of 67 managed pubs and bars nationwide.
- The business has a strong foothold in London, with high-profile sites such as the flagship Tattershall Castle floating bar and restaurant on the Embankment.
- The estate stretches across the country from Aberdeen to Newquay, and from Cardiff to Norwich. It includes late night bars, community and sports locals, student venues and quality town centre pubs, as well as a number of trading formats, such as the Henry’s Café Bar brand, Eerie Pubs and the King’s Feast food concept.
Issued on behalf of: TCG
By: ShielPorter Communications
Further information: Ros Shiel: firstname.lastname@example.org / 07841 694137
John Porter: email@example.com / 07734 054389