CASK ALE WEEK 1 OCTOBER – 9 OCTOBER 2011

The dates have been agreed for this year’s Cask Ale Week which will be the 1st week in October (1st – 9th covering two weekends). This will coincide with the release of the Cask Report, an analysis of the state of play of the cask beer market. Twinning the event will generate significant interest by the press in cask beer over the period of Cask Ale Week.

CAMRA will again be mobilising their 122,000 membership to support the event and encourage pubs to participate. Publican’s Morning Advertiser will publicise the event in the trade media.

OBJECTIVES:

· Reward pubs that actively sell cask with increased footfall.

· Highlight Cask Marque pubs with the consumer.

· Show consumers the wide range of beers available.

· Encourage trial by new drinkers.

· Create awareness with bar staff of the beer flavours and facts about beers and breweries by the use of Cyclops.

· Provide guidance to bar staff on how to operate Try Before You Buy.

THEME

The theme for the week will be ‘Try Before You Buy’ and we will be asking all Cask Marque pubs to offer this facility. Guidelines will be issued on how to enact Try Before You Buy. We will be sending merchandising kits to all Cask Marque pubs and artwork will be made available to pub groups and brand owners who wish to link with this promotional event. Non Cask Marque pubs can enrol for £20+VAT and receive a merchandising kit and all participating pubs will be included on the Cask Ale Week website and the event will be highlighted on the iPhone app “CaskFinder”.

As in previous years we hope that retailers will use the event to promote their pubs by organising other activities such as 1/3 pint promotions, pub quizzes, beer festivals and meet the brewer evenings. There is an opportunity to promote food and beer on menus.

LAST YEAR

Below is a summary of some of the activity that occurred last year:

· Ale Team Launch – by The Handpull Brewers, which was featured on You Tube

· Monday – UK radio day where we had 23 stations running features on cask ale – 4 BBC radio interviews pre event

· 197 press articles

· 10,000 supplier kits in the market place (2,000 kits produced by SIBA)

· Sold 1,600 generic kits

· 7,257 pubs registered on Cask Ale Week website

· Launch of the iPhone app “CaskFinder”

· 200,000 Cask Ale Week supplements in The Independent and e-mail competition

· 3,700 people visited the Cask Ale Week website on one day

· On Twitter and Facebook we have over 1,000 followers on each

· Good coverage in trade press

· Greene King mobile bar cycled around London

· FemAle Day gathering at Summerstown Coffee House in London

· Marstons projecting Hobgoblin imagery onto Tower of London

· Ember Inns – brew your own beer competition

· Numerous brewery open days

ACTION

When you have decided how to use Cask Ale Week let us know and we will promote your involvement. MDA our handling house are producing our merchandising kits and either Cask Marque or MDA can supply artwork.

Roger Clayson, Annabel Smith and myself are available to talk about this event . Let’s make the most of this opportunity to promote cask.

Paul Nunny

Director of Cask Marque

The Brilliant Beer Company is offering a General Certificate in Brewing for Cask course aimed at brewers wishing to sit the exams in November 2011.

The General Certificate in Brewing is an entry level course for practical working brewers or team members covering all the key areas of best practice for brewing and cask operations. Ideally it should be the basic qualification for all production staff working in breweries.

The course is examined by a single two hour multiple choice paper provided by the Institute of Brewing and accredited by City and Guilds at level 3.The full course content can be seen by downloading the General Certificate in brewing syllabus from the IBD websitewww.ibd.org.uk

The course is based on five single days of Tutorials supported by on line course learning materials and assignments.

Course dates and content will be held in the following locations:

Tuesday 4th October – Wye Valley Brewery – Introduction, brewhouse & brewing materials

Tuesday 11th October – Thornbridge  - Fermentation & Cask Beer

Friday 21st October – London – Quality

Friday 28th October – Thornbridge – Utilities

Tuesday 1st November – Revision

November – Exam – note it is the responsibility of each candidate to register for the exams with the IBD in Clarges Street  www.ibd.org.uk

For information please contact Tim O’Rourke:  tim@brilliantbeer.com

SIBA MEMBERS ONLY

Venue:  Cairngorm Brewery, Aviemore

Date:  Thursday 6^th October

Time:  12:15

We plan to meet at 12.15 for 12.30 lunch followed by a meeting to discuss amongst other things the Competition for 2012.

Presentation by Crisp Malt

Please confirm your attendance to scotland@siba.co.uk

Time: TBC

Venue:  Square & Compass, Worth Matravers, Dorset

Venue – The White Horse, London, SW6 4UL

http://www.beeracademy.co.uk/courses/ninety-minute-tasting/

The Brilliant Beer Company is offering a General Certificate in Brewing for Cask course aimed at brewers wishing to sit the exams in November 2011.

The General Certificate in Brewing is an entry level course for practical working brewers or team members covering all the key areas of best practice for brewing and cask operations. Ideally it should be the basic qualification for all production staff working in breweries.

The course is examined by a single two hour multiple choice paper provided by the Institute of Brewing and accredited by City and Guilds at level 3.The full course content can be seen by downloading the General Certificate in brewing syllabus from the IBD websitewww.ibd.org.uk

The course is based on five single days of Tutorials supported by on line course learning materials and assignments.

Course dates and content will be held in the following locations:

Tuesday 4th October – Wye Valley Brewery – Introduction, brewhouse & brewing materials

Tuesday 11th October – Thornbridge  - Fermentation & Cask Beer

Friday 21st October – London – Quality

Friday 28th October – Thornbridge – Utilities

Tuesday 1st November – Revision

November – Exam – note it is the responsibility of each candidate to register for the exams with the IBD in Clarges Street  www.ibd.org.uk

For information please contact Tim O’Rourke:  tim@brilliantbeer.com

Venue Nottingham Castle

SIBA Competition beers will be featured in their own section at the Robin Hood Nottingham Festival

Website http://siba.co.uk/sibamidlands2011

SIBA MEMBERS ONLY

SE Regional Meeting, Wednesday the 19th of October, 2011

SIBA South East members please note a change of venue for this meeting.  The venue is now
Surrey Hills Brewery
Denbies Wine Estate
London Road
Dorking
RH5 6AA

Itinery

16.00 hrs Brewery Tour
17.00 hrs Technical Discussion
1. Barley crop – what we can expect in terms of extract & nitrogen levels and how much we’ll be paying for it.

Speaker Chris Garratt.

2. Practical protein removal – a revision of best practice.

Speaker Harvey Gould.

3. Q & A, leading on to an open forum on best practice.

Chair RW.

18.00 hrs SIBA Regional Meeting

(Agenda and updates to follow)

19.00 hrs Refreshments

Surrey Hills Ross will be allowing only the RSVP’s access to the buffet.
RSVP – Simon @Royal Tunbridge Wells Brewery sesecretary@siba.co.uk

The Brilliant Beer Company is offering a General Certificate in Brewing for Cask course aimed at brewers wishing to sit the exams in November 2011.

The General Certificate in Brewing is an entry level course for practical working brewers or team members covering all the key areas of best practice for brewing and cask operations. Ideally it should be the basic qualification for all production staff working in breweries.

The course is examined by a single two hour multiple choice paper provided by the Institute of Brewing and accredited by City and Guilds at level 3.The full course content can be seen by downloading the General Certificate in brewing syllabus from the IBD websitewww.ibd.org.uk

The course is based on five single days of Tutorials supported by on line course learning materials and assignments.

Course dates and content will be held in the following locations:

Tuesday 4th October – Wye Valley Brewery – Introduction, brewhouse & brewing materials

Tuesday 11th October – Thornbridge  - Fermentation & Cask Beer

Friday 21st October – London – Quality

Friday 28th October – Thornbridge – Utilities

Tuesday 1st November – Revision

November – Exam – note it is the responsibility of each candidate to register for the exams with the IBD in Clarges Street  www.ibd.org.uk

For information please contact Tim O’Rourke:  tim@brilliantbeer.com