SIBA gets behind Cask Ale Week

The Society of Independent Brewers (SIBA) is putting £40,000 behind this year’s National Cask Ale Week.

From next month, the association will be offering free promotional packs to up to 1000 pubs on its Direct Delivery Service (DDS).

Taking place from 29 March until 5 April, National Cask Ale Week aims to encourage consumers into pubs to try cask ale.

SIBA is looking to build momentum behind this drive with the packs, each of which contains £30-worth of bunting, drip mats, posters and SIBA-branded banners.

The packs are being delivered on a ‘first come, first served’ basis.

Last year around 8,500 pubs took part in Cask Ale Week. During that period sales of cask ale grew by 27%, while total sales in the participating pubs grew by 5%.

SIBA commercial director, Nick Stafford, said: “We are delighted to be helping a number of our customer pubs make the most of National Cask Ale Week.

“Some 85% of the beer brewed by SIBA brewers is cask ale, so we are supportive of anything that encourages people to try our national drink.”

As well as supporting its DDS pubs, SIBA will be encouraging its 450 member brewers to host brewery tours, tastings and beer and food matching events.

Rupert Millar, 09.02.2010