Skip to main content
26th March 2012

TCG Brings Back Proud Of Our Ale Campaign

The highly successful Proud of Our Ale campaign is returning to TCG pubs and bars in April for a springtime celebration of Britain’s national drink.

The managed pub and bar group will focus on spring ales in the new campaign, which will run in 64 pubs from April 4th to May 31st. Pubs taking part will serve a range of beers from main sponsors Brains, Black Sheep and Adnams, as well as from local brewers via the Society of Independent Brewers (SIBA) DDS scheme.

CAMRA members will be able to claim a 20% discount on cask ales by showing their membership card, and CAMRA membership forms will be distributed in the pubs. Customers can also download 50p off a pint vouchers and a loyalty card from Facebook.

The initial Proud of our Ale campaign, which ran in October 2011, saw more than 100 different cask beers sold across the business and increased TCG’s cask ale sales by more than 25%. Many individual pubs saw higher increases. Brett Sanders, manager of the Golden Fleece in Chelmsford, Essex, said: “We had a good range of changing beers from local brewers on through the month, which went down very well. We increased our ale volumes across the month by 80% and received fantastic feedback from our customers.”

The promotion helped venues which would not normally expect high cask sales to build trade. The Pit & Pendulum, a busy town centre venue in Nottingham, has moved from stocking one to three cask beers permanently. Manager Danny Williams said: “We asked customers to vote on Facebook or in the bar for the ales they wanted next, so every beer was there by customer demand.”

Nigel Wright, chief operating officer of TCG said: “Cask ale is Britain’s national drink and a product that can only be enjoyed at the pub. We’re delighted to be working with three iconic cask ale brewers, as well as CAMRA, SIBA and Cask Marque once again.

“The response to the initial Proud of Our Ale campaign was enthusiastic, and put our pubs ‘on the map’ for cask ale drinkers in their area, with many becoming regulars once they had discovered the range and quality of ales on offer. With the latest event running for almost two months, we’re looking forward to welcoming more ale lovers than ever.”

Cask Marque has worked with TCG to ensure its pubs meet high beer quality standards. Paul Nunny, director of Cask Marque, said: “We are impressed by TCG’s investment in its cask business, both in broadening the range of ales on offer and ensuring they are served to the consumer at optimum condition.  It’s good to know that their last cask promotion was so successful that they are reprising it and we hope that this next campaign is similarly effective in introducing new drinkers to the delights of cask ale.”

A full list of TCG pubs taking part can be found at or


Pictured: The three thirds-of-a-pint Beer Tapas serving, available in selected TCG pubs during the Proud of Our Ale campaign.



Issued on behalf of:      TCG

By:                               ShielPorter Communications

Further information:       Ros Shiel: / 07841 694137

John Porter:  / 07734 054389


Notes to editors: 

  • TCG operates a diverse estate of almost 100 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 recently launched King’s Feast food concept for community pubs.
  • Each pub or bar aims to be the best of its type in its local market by focusing on its customers’ needs and delivering the highest standards of service.
  • For more information visit the company website at .