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20th January 2015

It’s all ‘App’ening with Woodforde’s Ale Trail

Rachael Shakespeare & Trail App–      Ale Trail goes digital to increase footfall to pubs

An Ale Trail designed to encourage people to support pubs in East Anglia will return this summer with, for the first time in its history, an App to make navigating pubs even easier.
The Woodforde’s Ale Trail, which has become a mainstay in beer lovers’ calendars for over a decade, is returning from 21st June to 30th September 2015, with the aim to highlight the region’s array of real ale pubs.
This year participants can choose to follow the Ale Trail via the App or, as in previous years, by using a printed guidebook available from participating outlets.
The benefit of the App, however, is that participants can explore the built-in map to locate participating pubs nearby, as well as collect Trail stickers virtually using innovative QR code-scanning functionality. This has been specifically developed to operate with or without a data connection, in order to cater for areas of the region where mobile data is limited.
Rachael Shakespeare, marketing manager for Woodforde’s, comments:
“This region boasts some of the country’s finest real ale pubs, from historic coaching inns and city centre bars to country pubs and coastal taverns.
“Exploring pubs and enjoying local real ale is one of life’s true pleasures so the Ale Trail is an excellent way for beer lovers to discover the region’s rich array of pubs and, with the help of the new App, locate them more easily.”
Hundreds of real ale establishments across East Anglia and London take part in the Ale Trail and many expect to see a boost in visitor numbers thanks to the activity. It is hoped that the App will attract new audiences and make visiting and talking about great real ale pubs even easier.
The Fur and Feather Inn in Woodbastwick is one of the pubs taking part. Tim Ridley, manager of the Fur and Feather Inn says: “The Ale Trail is brilliant for pubs and ale aficionados alike! We’ve always found that the Ale Trail increases footfall but we hope that the App will attract new or younger customers, eager to continue their journey into the world of real ale!”
The Ale Trail is co-ordinated and run by Norfolk real ale brewery Woodforde’s which has been producing cask conditioned and bottled beers for 34 years.
Based in Woodbastwick, the brewery prides itself on consistency and excellence in every pint, thanks to the use of local ingredients in its beers. Woodforde’s was named Brewery of the Year by the Good Pub Guide 2015.
As before trail-goers will collect stickers for Woodforde’s pints purchased in each Trail pub visited (one per pub). The more stickers collected, the bigger and better the prizes from the Norfolk brewery; from a limited edition t-shirt to bottles and boxes of beer.
For more information visit The App is free and will be available to download from the Apple and Android App Stores from 21st June 2015.
Pubs wishing to be part of Woodforde’s Ale Trail please contact
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Image one: Rachael Shakespeare marketing manager showcases the new Ale Trail App.
Image two: Ale Trail App and a pint of Woodforde’s Wherry.
About Woodforde’s
Woodforde’s Norfolk Ales is a craft brewery based at Woodbastwick, producing a range of cask and bottled beers, winning the SIBA (Society of Independent Brewers) Business Award for its Ale Trail and a finalist in the Eastern Daily Press’ Food and Farming Excellence awards. In 2014 Woodforde’s Ale was crowned ‘Brewery of the Year’ by The Good Pub Guide 2015. Woodforde’s is representing Norfolk at the Maris Otter 50 Beer Festival on 17th – 19th September
Press information
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Best wishes
Amanda Bunn, BA (Hons), MCIPR, CIPR Accredited Practitioner
Account Director
Reflection PR Limited
01603 219191 / 07595 768 277
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