A new alliance of regional brewers in Britain has been formed with the aim of funding a generic marketing campaign specifically for cask beer.
It is hoped that members of The Why Handpull? Marketing Group, an adjunct of brewers cooperative Why Handpull?, will eventually pay a levy towards a campaign promoting cask beer as a category, as opposed to the advertising of individual brands.
The Why Handpull? Marketing Group, is comprised of senior marketers from Wells & Young’s, Greene King, Fuller’s, Marston’s and Caledonian.
It has established terminology which it believes is most effective in promoting cask beer, and which all members will use in marketing. They have agreed to describe their produce as “cask beer” and to talk about “taste”, “flavor”, “Britishness” and “freshness”.
It has also contacted the organizers of the Great British Beer Festival (GBBF) and Cask Ale Week, offering to lend its marketing expertise to the 2010 versions of these events.
Why Handpull? members are already supporting the first ever Cask Ale Week, the initiative organized by Cask Marque to drive cask ale sales in pubs between April 6 and 13. However, its Marketing Group is proposing further help with the event next year.