Thursday, 23rd September to Sunday, 3rd October 2021
Industry bodies are making a call to pubs, bars, pubcos and breweries for this year’s Cask Ale Week, to be part of their comeback strategy.
“It’s not enough for pubs to be the hot topic now as they re-open their doors,” says Paul Nunny of Cask Marque. “To survive, they – and breweries – need to stay right at the centre of the national conversation, and right at the heart of their communities. Cask Ale Week has an important role to play in this endeavour.”
Cask Ale Week is at the end of September. That’s beyond the initial excitement of re-opening; after the flurry of the Euro Championships; and before the boost of the festive season. Rather than allowing a lull, the industry can join forces around a common cause.
Paul points to the fact that even before lockdowns were introduced, retailers were desperately trying to encourage shoppers to mimic the pub experience at home with ‘big night in’ type deals. “But the reality is, there’s a big difference between socialising in private and public space. Simply put, you can’t buy pub atmosphere in a supermarket, nor get it delivered to your door. Ditto for fresh cask beer. These are two of the things that can’t be packaged up and sold as a commodity; two of the things that make pubs special.”
Supporting the campaign
CAMRA chief executive Tom Stainer says: “CAMRA has long been a supporter of Cask Ale Week, and after an incredibly difficult year for the industry, we’re looking forward to joining forces to support and promote UK pubs and breweries.
“Pubs matter and are a vital part of our communities up and down the country. What’s more, the pub is the only place you can get fresh cask ale from your local brewery. We are urging everyone to celebrate Cask Ale Week from 23rd September to 3rd October in style, by getting back down to their local pub, social club or brewery taproom and enjoying a pint of cask ale.”
SIBA chief executive, James Calder, says, “Cask beer is truly unique and worthy of our celebration during Cask Ale Week, a campaign very close to independent brewers’ hearts and one which SIBA have supported from its inception.
“The vast majority of the beer brewed by independent breweries is cask, so with pubs now reopen across the UK we are encouraging people to get out there and enjoy a pint of cask beer from a local independent brewery.
Cask Ale Week: for everyone
The Week is open to all to use. The only requirement is that any cask beer crossing the bar into the hands of customers is served in excellent condition. “Use our banner, exploit the opportunities, join forces – but for goodness’ sake, make every pint a great one,” concludes Paul.
If your pub or brewery would like to join in Cask Ale Week 2021, register your interest here.
You can also download the logos to show your support here.