BARventure.co.uk - What Ales Thee?

What Ales Thee?

For many pub landlords, cask or real ales are seen as very high maintenance and not worth the effort. I believe that this is very misguided thinking. It's true that poorly served products are unlikely to be purchased a second time by your customers and you do need to put a little extra effort into the quality control of Cask products but in the present climate they can really help you stand out from the crowd and could even be your businesses unique selling point.

There are a huge variety of Cask Ales on the market and I shant go into them here, I really want this article to give you a few pointers on looking after your cask collection and maximising your profit from them. So without further ado here the BARventure top-tips.

1. Get the ordering right!
Now I know this one seems obvious but over-ordering on Cask Ales can dent your profit and really put you off! Check the size of the Cask - order 9 gallons if you need. I personally find these much better to handle and easier to rotate. The aim of Cask Ale is to sell it within three days of opening. If on sale for longer than 3 days cask beer will rapidly deterirate.

2. Temperature.
Cellar temperature is really important - you need to be at 11-13°c. If you don't already have one I recommend getting a thermometer placed at a low level by the stillage. Getting the temperature rights helps to prevent fobbing and also allows cask ale to condition correctly.

3. Stillage (Storing your cask ales for use!)
Ideally you should stillage your cask ales 3 days before use. This allows the sediment inside to settle to the bottom of the cask below where you will tap the beer. When your delivery arrives place them straight on to your stillage - remember to check the dates - you should have at least 14 days on all cask beers. I like to use a day dot system similar to that used in kitchens to remind me about when my cask ales were racked.

4. Pegging and Venting.
Clean the key stone and shive and then tap the cask using a hard peg. Once you've broken the seal remove the hard peg and replace it with a soft one which will allow the cask to vent properly. You may find that the beer starts fobbing through this peg - this is perfectly normally. Wait until this has finished and then replace the soft peg with a hard one again. When you are ready to serve the beer you will need to remove this peg, or better still insert an auto cask breather - all of this equipment will be easily obtainable from your cask ale provider - normally free.

5. Tapping.
Tapping your cask ale means grabbing a mallet and banging in the tap that will allow your ale to escape from its cask and find its way to the waiting mouths of your customers. You should tap stillaged casks within two days of venting them and 24 hours BEFORE they go on sale. Use a nice clean tap - place it against the opening and bang firmly but not forcefully. Check around the key stone for any leaks and wipe off any spilt beer with a clean cloth.

6. Sampling.
Now the fun bit! Sample the beer direct from the tap after tapping and each day before serving. Check the clarity, aroma and taste and compare it to the description for the beer. It's best to do this from the tap as it saves you pulling it all the way through the lines and to the pump in the bar only to find out it's not ready.

7. Serving.
Sell you cask ale within 3 days. Yes i've mentioned it twice - but it's very important. Serve it right and you'll get a fantastic customer following.

8. Tilting.
If possible use self tilting stillages. They automatically tilt the barrel to allow you to get maximum yield whilst not disturbing the sediment at the bottom of the barrel. If you don't have one of these gently tilt the cask forward by about three inches when the cask is around two thirds full.

9. Cleaning.
I highly recommend cleaning cask ale beer lines at the end of each cask - even if you're transfering the line onto another cask of the same type. This will ensure that your cask ales are always in top notch condition.

Well that's the basics of storing and preparing you cask ales. Next you have to sell them! Give yourself a good range - I think two permenant ales and one 'guest' ale is perfect. This gives your customers the comfort of knowing what they'll be getting whilst having the option of trying something different or unusual once in a while. It also allows you to try out products and find out which ones work for your premises - over time bring in the popular ones, drop the less popular ones and maybe even expand your range.

There are so many great marketing ideas for real ales. Think about a tie in to CAMRA - the Campaign for Real Ales - they have a fantastic membership base and offering a discount per pint to their members is a great way of getting customers to you. You could also run a 'try me' night or fixed promotion offering a half pint taster of each of your ales for a fixed, lower price.

There are two more tips I have for you. Firstly get CASK MARQUE accredited. This is a voluntary programe that involves two unannounced visits a year from a Cask Marque inspector who rates the Temperature, Aroma, Appearance and Taste. Pass and you get a certificate and plaque to display and marketing material to tell your customers that your real ales are served perfectly.

My final tip - get yourself some pint and half pint jugs!! Don't underestimate how much better people will think their beer tastes when it in a jug! It's about creating a drinking experience that people will remember and perhaps weren't expecting. That special WOW factor.

For more information on real ales head over to the two following websites:
www.cask-marque.co.uk
www.camra.org.uk

Good Luck and Enjoy.

David

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