Summary Presentation and Commentary 2014

Agenda -Momentum -Craft -Pricing -Presentation -Training

Agenda -Momentum -Craft -Pricing -Presentation -Training

There’s a beer revolution happening in Britain -Trebling of breweries since millennium -Three new breweries a week -More beer styles than ever before -Record CAMRA membership -Mainstream media acceptance

And cask ale is at its heart -Volume: -2.2 million barrels – or 634 million pints a year -Volume increase of 1.1% in 2013, and a further 1.3% in 2014 YTD -Value: -£1.72 billion -Value increase of 23% since Share: -16.1% of all on-trade beer -Outperforming total on-trade beer by 4.5% - sixth consecutive year of outperforming the rest of the on-trade

Cask ale as a percentage of draught ale

Recruiting new drinkers – trade needs to catch up on fading stereotypes -15% of all cask drinkers tried cask ale for the first time in the last three years -A third of all year-olds have tried cask, and 65% of all new recruits are aged A third of all female alcohol drinkers have tried cask – and 75% of trialists still drink it

Perceptions of cask ale drinkers

Agenda -Momentum -Craft -Pricing -Presentation -Training

Awareness of craft beer Mintel: six million UK adults say they have drunk craft beer in the last six months

A definition of craft brewing! Craft Pronunciation: Pronunciation: /kr ɑː ft NOUN 1.An activity involving skill in making things by hand: the craft of cobbling [AS MODIFIER] Denoting or relating to food or drink made in a traditional or non-mechanized way by an individual or a small company: craft brewing a craft baker Source: Oxford English Dictionary

What characterises craft beer?

Craft beer and cask ale -Cask ale and craft beer are NOT the same. -But most cask ale is craft beer. -And in the UK, most craft beer is cask ale.

Agenda -Momentum -Craft -Pricing -Presentation -Training

Pricing -Off-trade ale is growing faster than lager, even though it is significantly more expensive £3.98 per litre £2.47 per litre

Why is this price premium reversed on- trade? -Cask ale still trades at a price deficit even to standard lager -Craft cask beer sells on average for £1 per pint less than craft keg beer -Trade is setting a dangerous precedent, and missing a profit opportunity

Agenda -Momentum -Craft -Pricing -Presentation -Training

Rotation

Branded Glassware

What promotional activities attract you to cask ale?

Cask ale week

Talking meaningfully about cask

Agenda -Momentum -Craft -Pricing -Presentation -Training

How difficult is it to keep and serve cask ale?

How much training do you think bar staff are given in cask ale?

What kind of training do you think bar staff are given in cask ale?

What promotional activities attract you to cask ale?

What kind of training do you think bar staff are given in cask ale?

Cask Matters eLearning

Summary -Cask is thriving within an improving beer market -The craft beer boom is good for cask because most craft beer in the UK IS cask -This underscores the weakness and danger of cask pricing versus other beers -The consumer lacks knowledge about what makes cask so special – education provides potential for further growth -But the licensee needs to invest more in staff training to fully exploit the potential for cask – and avoid the current growth of interest going into reverse

Cheers!