Driving up the draught sales

Brewer and pubco launches new beer and ale scheme

• Lessees will now have access to a brewery ambassador who can discuss range and pricing.

BREWER and pub company Greene King has launched a new scheme aimed at driving beer and cask ale sales in its tenanted and leased pubs.

We are putting emphasis on the importance of serving a good pint.

The firm’s support package offers Greene King Pub Partners’ licensees a range of information and advice through a new beer and ale support kit with free video apps for pub staff as well as free online resources.
Greene King has also appointed a dozen new brewery ambassadors who can discuss the latest range with licensees as well as offer a free cask and pricing review.
Lessees looking to run their own beer festival are also being offered support, with some financing available as well as kits for promoting events.
Greene King can also provide its licensees with sponsorship should they be interested in obtaining a Cask Marque quality award for their pub.
Clive Chesser, managing director of Greene King Pub Partners, said the firm has “put a huge variety of support into one place for our licensees wanting to bolster their sales of cask and keg ales within our pubs”.
“The option of our licensees being able to contact one of our new brewery ambassadors and discuss this area in depth means a lot of the hard work is done for them,” said Chesser.
“Creating the right cask ale range is essential to keep drinkers interested and we know customers want a choice of beer styles and strengths.
“We are also putting the emphasis on the importance of serving a good pint and outlining the positive impact this has on customer confidence and sales.”