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Brewing Success: Nurturing Cask Ale Brands Locally and Nationally

Explore the opportunities and risks in building local ale brands at the SIBA Conference with Stephen Gould, Managing Director of Everards Brewery Limited. Learn about the challenges in quality, supply, and demand, and discover strategies for growth and innovation. Understand the importance of localism and customer relationships in driving the future of cask ale. Join the discussion on commercial structures, brand personality, and quality standards to make informed decisions for your brewery. Enhance your understanding of the cask ale market and how to stand out while staying true to local roots.

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Brewing Success: Nurturing Cask Ale Brands Locally and Nationally

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  1. SIBA CONFERENCE “It’s Time for Beer” Stephen Gould Managing Director Everards Brewery Limited sg@everards.co.uk 07801 610940

  2. OVERVIEW • Cask Ale – the drink of choice in the pub • National and Local Ale – a common agenda! • Some Risks and Opportunities • Building Local Brands • Relationships

  3. THE ALE CAKE CHALLENGE

  4. IF THE CAKE STAYS SMALL • Varying Quality of Ale • Inefficiencies: > Supply < Demand • Drinker Confidence Drifts • The Buyer Rules! (not the Drinker)

  5. HOW CAN THE CAKE GROW? • Focus on National and Local Ale Brands • Innovative and Progressive • Investment Led Approach • Siba Members are Vital • Cask Ale – the drink of choice

  6. LOCAL BRAND BUILDING

  7. LOCAL BRAND BUILDING • Some Questions........ • Commercial Structure? • Local Personality? • Point of Difference? • Customer to you or you to the Customer? • Personality led Pubs? • Brand Extensions? • Quality mean to you?

  8. WHY LOCALISM?

  9. WHO DO YOU DATE WITH? • Your Popular! • Lots of Girls and Boys want to go out with you! • Long Term or One Night Stand? • How do you choose?

  10. IN SUMMARY • You are vital to the future growth of Cask Ale • Drive Innovation and Diversity • Keep thinking Brand • Keep thinking Local • I wish you Happy Relationships!

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