- Seven seasonal Fuller’s draught launches and three limited-edition Dark Star brews will be available throughout 2025
- A sales toolkit for the On-Trade is available from early November
- With value sales of £534m, ale is bigger than stout (£246m) and craft ale (£279m) combined[1]
- Fuller’s is now the number one cask brand for rate of sale in Central and South England, delivering £4m of growth for pubs and bars in the past year[2]
Dark Star and Fuller’s have unveiled their cask calendars for next year which aim to help partnered pubs increase visibility and drive ale category sales all year round.
Dark Star’s calendar of limited-edition seasonal launches will offer three on-trend varieties at different points throughout the year:
JANUARY TO MARCH – Dark Star Starlink IPA: Hoppy West Coast IPA, 5.5% ABV
APRIL TO SEPTEMBER – Dark Star Planet Nectar: Nectaron Hazy IPA, 3.4% ABV
OCTOBER TO DECEMBER – Dark Star Trail Ridge: Juicy IPA, 5.5% ABV
Meanwhile Fuller’s calendar includes:
JANUARY TO FEBRUARY – Fuller’s Grand Slam: Golden Refreshing Zesty Ale, 3.4% ABV
FEBRUARY TO APRIL – Fuller’s Gentle Giant: Smooth Balanced Session Stout, 3.4% ABV
APRIL TO MAY – George Gale & Co. Spring Sprinter: Golden Refreshing Zesty Ale, 4% ABV
MAY TO JULY – Fuller’s Sticky Wicket: Tropical Pale Ale, 4.7% ABV
JULY TO AUGUST – Fuller’s Hop Tropic: Fruity Golden Ale, 3.3% ABV
SEPTEMBER TO OCTOBER – Fuller’s Red Fox: Caramel Autumnal Red Ale, 4.3% ABV
NOVEMBER TO DECEMBER – Fuller’s London Porter, 5.4% ABV
Despite a decline in recent years, ale remains a significant market for pubs and bars, with 1.6x more shoppers than stout and 2.5x more than craft ale. Ale drinkers also buy from the category nine times more frequently than shoppers within the other two segments and these consumers also have greater loyalty to the category, spending 27% of their beer wallet on ale.[3]
Dark Star spokesperson: “As the number one cask brand for ROS in London and the South-East3, Dark Star offers an opportunity for pubs and bars to attract new customers to the ale category. By introducing a diverse range of seasonal brews, we’re giving pubs and bars the chance to create excitement throughout the year and inspire curiosity and draw in both beer enthusiasts and those looking to try something different.”
Fuller’s spokesperson: “Fuller’s is elevating the craft beer experience for its pub and bar partners with our 2025 cask calendar. Showcasing an exciting range of seasonal brews, each is carefully crafted and designed to offer something unique for every period and shows our continued support for our valued On-Trade customers and their drinkers.”
NOTES TO EDITORS
For further information on Fuller’s and Dark Star, please contact:
Shoma Amin at Asahi UK – Shoma.Amin@asahibeer.co.uk +44 7788 345 806
About Asahi UK
Asahi UK is a subsidiary of Asahi Europe & International and is responsible for sales, marketing and customer operations across the UK and Ireland. Though the portfolio of Super Premium Beer brands, Asahi UK enriches consumer experiences through innovation, high-quality service and an exceptional portfolio of premium beer, ale, and cider brands, which include Peroni Nastro Azzurro (PNA), Asahi Super Dry (ASD, Meantime, Fuller’s London Pride and Cornish Orchards. The Woking based business is focused on developing quality, super premium brands and delivering commercial value in the marketplace, through a strong belief in collaboration, customer excellence and people development.
[1] NielsenIQ Total Coverage MAT data to 03.08.24 Kantar Worldpanel data to 07.07.24 CGA MAT data to 15.06.24
[2] CGA OPMS L12 weeks to 20.04.24, CGA Brand Track August 2023
[3] NielsenIQ Total Coverage MAT data to 03.08.24 Kantar Worldpanel data to 07.07.24 CGA MAT data to 15.06.24
For further information on Fuller’s and Dark Star, please contact:
Shoma Amin at Asahi UK – Shoma.Amin@asahibeer.co.uk +44 7788 345 806
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