Thwaites, the Lancashire-based brewer and pub operator, is to help pubs within its estate achieve Cask Marque status.
Under the ‘Step Up To Cask Marque’ initiative, Thwaites will fund half the fee of the independent quality beer test, which assesses the temperature, taste, aroma and appearance and awards pubs that pass the standard with a plaque, framed certificate and merchandising material.
To qualify, pubs across Thwaite’s 300 strong estate and free trade will be required to stock the brewer’s flagship golden ale, Wainwright.
“Providing a quality drinking and hospitality experience for our customers is central to our brewing ethos, and supporting publicans by meeting them half way in pursuit of Cask Marque status is another step in the right direction,” Lee Williams, Thwaites marketing manager said.
“Golden ales are a great stepping stone for new drinkers, so we think this initiative will not only help our pub estate cement their Cask Marque credentials, but will also entice new drinkers to try the ale. It is a simple and effective way for us to support customers who want to increase their sales in this sector.”
Alastair Macnaught, Cask Marque operations manager, added: “Gaining an independent award helps to push home the message that customers will return time and time again to pubs serving ale with the highest standards and there is no better way of displaying your commitment to cask ale than displaying the Cask Marque plaque outside your pub.”