Ale festival boosts TCG's cask sales by 45%

Managed pub group TCG has seen cask beer sales jump by more than 45% after it ran a month-long Proud of Ale campaign.

The company sold more than 100 different cask beers were sold by the 60-plus TCG pubs and bars taking part in the event, which ran throughout October.

TCG chief operating office Nigel Wright said, "Proud of Our Ale has been a great success. More customers are now aware of their local TCG pub as somewhere to enjoy a good pint of cask ale, and more of our pubs are stocking a wider range of cask brands.

"Cask ale is outperforming the total beer market, and is unique to pubs, so building our cask credentials puts us in a strong position. A well-kept pint of cask is one of the key quality indicators that customers look for, and is an important part of our drive to make each of our venues the best of their kind in their local market."

The Proud of Our Ale promotion saw TCG pubs spotlight ales from Welsh brewer SA Brain, as well as local beers sourced through the SIBA DDS programme. Customers could download loyalty cards from Facebook, giving 25p off a pint, while CAMRA members could claim a 20% discount by showing their membership card.

TCG pubs also served Beer Tapas to more than a thousand of customers, with the choice of three different cask beers in third-of-a-pint glasses served in a special tray.

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By Neil Gerrard

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