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20th November 2013

Proud of Our Ale campaign drives growth for TCG

Managed pub and bar group TCG is extending its cask ale loyalty scheme into 2014 after seeing strong sales growth during its latest Proud of Our Ale festival.


Sales of cask ale grew by 30 per cent across the six weeks of the campaign, which was launched at the start of Cask Ale Week in October, with many of the 45 pubs taking part seeing even higher rates of increase.


Spurred by the success of Proud of Our Ale, TCG is launching a Christmas beer festival, the Twelve Ales of Christmas, and extending its cask loyalty scheme and discount for CAMRA members into the New Year.


The latest Proud of Our Ale festival featured cask ales from brewers including SA Brain, Adnams, Black Sheep, Sharp’s and Fuller’s, along with ‘local hero’ ales at each pub, sourced through the SIBA DDS scheme.  Many of the pubs taking part offered a ‘Local Sausage and Ale’ meal deal, and customers could also buy a special festival glass for £2, including a £1 donation to Cancer Research UK.

Banners, bunting, posters, staff T-shirts and beer mats were all used to promote the festival, supplemented by activity in individual pubs including live music, ale trails and barbecues

Nigel Wright, chief operating officer of TCG, said: “Proud of Our Ale is now in its third year and it’s a tribute to everyone involved that we continue to drive high levels of growth. Our regular celebrations of Britain’s national drink are helping to build our pubs’ reputation as the best place for cask in their area not just during the festivals, but right through the year.

“Many of our pubs have increased the number of permanent handpulls on the bar, as well as building close relationships with nearby microbreweries and their local CAMRA branch.”


This year’s Proud of Our Ale campaign was masterminded by TCG licensee and cask ale champion Brett Sanders, general manager of the Golden Fleece in Chelmsford, along with regional operations manager Mark Nield.  “Both have worked hard to make Proud of Our Ale a success, with Brett passing on his passion for cask ale to many of his colleagues in our other pubs, while Mark has rallied support from brewers across the country.”


To continue the momentum, from the start of December selected TCG pubs will be serving the very best Christmas seasonal ales from national, regional and local brewers. The Twelve Ales of Christmas campaign will see TCG’s Proud of Our Ale loyalty scheme extended, allowing customers to claim a free pint for every six they buy. The 20% discount on all cask ales offered to CAMRA members will also continue.

Wright added: “The range of ‘weird and wonderful’ Christmas ales available grows every year, so we’re now looking forward to celebrating the festive season in style with our Twelve Ales of Christmas festival.”


Caption to attached image: Victoria Galvez, member of the bar team at the Hop Poles in Hammersmith, with some of the beers on offer during the Proud of Our Ale campaign


Notes to editors:

  • TCG operates a diverse estate of 69 managed pubs and bars nationwide.
  • The business has a strong foothold in London, with high-profile sites such as the flagship Tattershall Castle floating bar and restaurant on the Embankment. 

·         The estate stretches across the country from Aberdeen to Newquay, and from Cardiff to Norwich.  It includes late night bars, community and sports locals, student venues and quality town centre pubs, as well as a number of trading formats, such as the Henry’s Café Bar brand, Eerie Pubs and the King’s Feast food concept.

Issued on behalf of:    TCG

By:                               ShielPorter Communications

Further information:    Ros Shiel: / 07841 694137

                                    John Porter:  / 07734 054389