Heineken UK is offering all its freetrade customers the chance to take advantage of 42 popular regional and seasonal cask ales sourced from 20 local and national UK brewers this summer, writes Ewan Turney. The launch of Cask Orders will see 42 beers available from June to August, underpinned by a selection of 17 national and regional champion ales that will be available throughout the rest of the year. The move is a further demonstration that the big lager brewers are recognising the growing importance of cask ale to British pubs. It follows on from Molson Coors acquiring Cornish brewer Sharp’s and Carlsberg’s push on Tetley and its seasonal range. Heineken already has Caledonian as part of its brewing portfolio. “Heineken UK is already one of the biggest and most active players in the cask sector, supporting the sale, distribution and dispense of more than 375,000 barrels of cask ale per year,” said Heineken UK managing director of sales Lawson Mountstevens. “The decision to launch this new, improved scheme and our on-going commitment to promoting and maintaining draught beer quality will grow the sector, and help thousands of customers to tap into the profit opportunity that Britain’s thirst for cask ale offers." As part of Cask Orders, Heineken is also introducing a new hand-pump clip with changeable ale badges and prominently displayed Cyclops tasting notes to help engage customers.

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