HOW TO SET UP A REAL ALE OFFERING

CAMRA’s JON HOWARD on how to exploit the growing popularity of real ale

If I was to state with great conviction that in the last two years alone, deep in the midst of a recession, there has been a 20 per cent increase in the number of real ale breweries operating in the UK, would you believe me? If I was to proclaim that research has shown a 15 per cent increase (in little over a year) in the number of people trying the drink for the first time, would this be simply untrue? And if I was to mention that in the pub industry, outlets with a Cask Marque accreditation are closing at a far slower rate than those without this accreditation, would this be the final straw?

I’m glad to say the three noteworthy points above are, indeed, wholly true and are some of the most encouraging statistics coming out of the industry at the moment.

Real ale is compatible to the needs of any discerning consumer, with over 2,500 different varieties brewed in the UK alone. Aside from the classic session bitters and refreshing golden ales, many brewers are recognising the demand for different tastes, aromas and complexions, and are resurrecting old recipes, many being modifications on classic beer styles.

Thanks to technological advances, quality draught real ale can be served in the majority of club premises across the UK; proper temperature controlled cellars are not essential, but recommended. While it is a skill to serve quality beer of a consistently high quality (something that each of CAMRA’s 200 branches strives to reward), many professional bodies such as the British Institute of Innkeeping (BII) offer comprehensive training on how best to store and serve real ale.

As a secondary option, CAMRA as an organisation also supports what is known as real ale in a bottle (RAIB), which, like the draught version, contains yeast and undergoes a secondary fermentation. While there is nothing quite like a pint of quality beer pulled straight from the cask, real ale in a bottle is a perfect solution when there is not enough demand for draught real ale for it to be sold in the best condition. To stock real ale in a bottle, you only require a fridge with room to store bottles upright. To serve, merely take care when pouring as the bottle contains live yeast. With over 200 brewers producing 1,300 different bottleconditioned beers, there’s plenty of choice in bottled as well as draught format.

If unaware of whether members will welcome the addition of real ale with open arms, why not survey members on their own taste requirements and drinking habits, or even introduce a small selection of real ales at the bar (of differing strengths and styles) for a limited trial period?

Having discovered demand from club members for real ale, it’s important to know where to source draught and bottled real ales, and which to choose. CAMRA research has shown recently that more consumers than ever are concerned about supporting their local economy, therefore local beer is very much on the agenda. While it is possible to get in touch with local brewers and source beers directly, it may be easier to try specialised beer agencies or beer shops. Some of the wholesalers that CAMRA branches, for example, go through when organising beer festivals include Waverley TBS, Flying Firkin and Small Beer, all companies with extensive portfolios of UK beers.

With real ale now adorning the bar and ready to be served to members, what are some of the best ways to promote it?

One of the simplest and most effective ways of promoting a new variety is to operate a ‘try before you buy’ policy. This is especially important if you are trialling a ‘ginger stout’ or ‘coriander-infused golden ale’ and don’t want any dissatisfied members. Similarly, some licensed chains have found third pint measures to be perfect sized vessels to encourage people to try different styles of beer, although the cost of extra glassware must be factored into this promotional idea.

If you are feeling bold, why not invite a local brewer to your club to hold a meet and greet session, and conduct a beer tasting? Many local brewers are happy to try and win new custom by educating club members on the wonders of their beer. For the member, it’s a light-hearted and educational experience; similar tasting sessions have even incorporated different foods to show how well beer can match with various dishes. I hear double stouts go hand-inhand with a bar of dark chocolate!

But the pièce de résistance in any real ale offering, and the most time-consuming initiative, is a mini beer festival. This may sound a daunting prospect, however, your local branch of CAMRA* is always on hand to advise you on the general logistics. Essentially it is all down to what your members want from their club, but ideas in the past that have had great success include clubs/pubs holding festivals to celebrate beers in their county, themed festivals to mark annual celebrations such as St Georges Day, and even festivals to coincide with some of CAMRA’s campaigns such as ‘Mild in May’, an initiative to champion the historic Mild beer style. In short, offering real ale to your members is all about increasing the diversity and choice in your club, and simply enjoying the current growth of the UK real ale market, which is flourishing thanks to consumer demand for good quality beer.

• To locate your local CAMRA branch, visit the CAMRA website at www.camra.org.uk/camranearyou