Managed pub and bar group TCG is bringing back its successful ‘Proud of Our Ales’ ale festival at the end of September. This year’s event will run for longer, with a higher profile in the 45 participating pubs thanks to TCG’s enhanced support package.
Proud of Our Ales, now in its third year, is designed to expand TCG’s cask ale business, with the 2012 festival generating a 25% volume uplift. This year’s campaign starts on 27 September, coinciding with Cask Ale Week, and runs for six weeks rather than four as previously.
Activity is tiered, with TCG’s 10 top cask ale pubs serving 16 ales throughout the festival, chosen from a wide range of local, regional and national brewers. These pubs will also offer a ‘Local Sausage and Ale’ meal deal, matching a local butcher’s sausage and mash with a pint of festival ale at an inclusive price. Other pubs will extend their cask offer to either six or 12 ales.
Other elements of Proud of Our Ales include: a ‘Buy six pints, get one free’ collector scheme; a 20% discount for CAMRA members and a bespoke pint glass. Pubs have been pre-promoting the event with banners, bunting and posters, with staff T-shirts and beer mats to follow at launch. Sites are also planning their own activity such as live music, ale trails and barbecues, to draw new customers into the pub during the festival.
TCG chief operating officer Nigel Wright said, “A pint of well-kept cask ale is an affordable pleasure for many customers. We want our pubs to be known for serving great ale and Proud of Our Ales has proved to be an effective way of putting them ‘on the map’ with local ale fans.
“We’re confident this autumn’s campaign will be the best yet as we build on the success of previous years.”
TCG has invested heavily in its cask ale business over recent years, increasing the range of cask beers available from national, regional and – through the SIBA Direct Delivery Scheme – local brewers. 95% of the estate is now Cask Marque-accredited.
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Issued on behalf of: TCG
By: ShielPorter Communications
Further information: Ros Shiel: ros@shielporter.com / 07841 694137
John Porter:john@shielporter.com / 07734 054389
Notes to editors
· TCG operates a diverse estate of 75 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.