Greene King to offer drinkers a choice of serves

Greene King are hoping to revolutionise the serving of cask beer in an effort to capitalise on its resurgence in pubs across Britain.

With cask beer currently out-performing the draught beer market by 3%, the Suffolk-based brewer is unveiling the first innovation of the traditional hand pump for more than 200 years, which gives beer lovers a choice of styles for their favourite pint – “smooth and creamy” or “clean and crisp”.

Taking inspiration from the revolution in coffee – where choice is now the name of the game – the Cask Revolution font is now being rolled out to pubs across the country.

Greene King Brewing Company managing director Justin Adams said: “The new high-tech beer engine will help create a new generation of drinkers trying out a fresh, natural, crafted drink bursting with flavour and taste, rather than sticking with their usual lagers or keg beers.

“This is about challenging younger drinkers to try the country’s national drink – cask beer.”

While the carefully crafted beer remains the same, it’s all change when it comes to the way it’s served.

The “clean” pour boasts a looser bubble and softer froth – a style of beer favoured in the south of the country – while the “smooth” serve has a tighter head that holds to the end of the pint in a style generally preferred by northern drinkers. It’s the same beer but with a choice of taste and texture.

The pump itself will also for mean that cask beer no longer hides behind the counter. Positioned above the bar, drinkers will be able to see their pint poured in the style of their choice.

Green King said trials of the new beer engine saw an average uplift in sales of 10%, resulting in plans to offer it to around 2,000 cask pubs over the year.

Justin Adams said the Cask Revolution symbolised Greene King’s massive and ongoing investment to attract new drinkers into pubs.

He said: “Not since Joseph Bramah patented the hand pump beer engine in 1797 has there been anything like this.

“Cask beer has been hiding behind the bar like some sort of poor relation and now, just as the interest has started to grow, here is a mechanism to get even more people talking about it and trialling it. Cask beer’s time has come. “

And Adams believes that cask beer can thrive even when times are tough for consumer – and that has to be good for troubled pubs.

He said: “When money is tight, people save on some things but still want to treat themselves. They are less likely to take risks – and choose pubs where they are confident they’ll enjoy the experience and choose brands they can really trust.”

Alan Lodge 03.04.2009