Brewers Fayre Cask Ale Re-launch Managers Brief September 2016

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1 Brewers Fayre Background The current beer market is down 2.2% in volume however there are 2 pockets of growth within this: 1. Premium/World lager - We have already tackled with San Miguel, and 2. which remains a huge opportunity for Brewers Fayre There are now more than 2000 breweries in the UK, up almost 100% in the last 10 years and 1 in 2 Pub/Restaurants have a credible cask ale range. Currently only 80% of Brewers Fayre have Cask ale on sale, and within this number 60% only have 1 line of ale available. Come September this will change as we attempt to drive this category within Brewers Fayre and bring back guests that have since left us in the hunt for real ale. Go Live 22 nd September We are working hard to get all sites up and running with cask ale before September with an intended all singing and dancing go live on 22 nd September in line with National Week in the UK. There will be lots of activities for teams and guests through this week so watch look out for communications through The Mix. The Opportunity Strategy Hardline 1. All Brewers Fayre sites to have 2 x lines as a minimum installed by. 2. Designated Champion in all sites to help drive focus Strategy National (Zero Flex) Requirement One Hand Pull Lead with Doom Bar as the Number 1 across all sites (at least 80% of all cask ale stocking sites?) for 11 months of the year (see below) proven seller and strong brand presence. Use Molson Coors as the training support and put together a National training program for H2 of Regional Hero (Semi Flex) Requirement 2 Hand Pulls Use the breweries as the regional hero s (2 nd hand pull) open up a 2 nd ale from each of the above to allow sites to choose and rotate through the year just to give more flexibility. Selected Regional hero s need to support regional stockists with glassware, POS and visits all sites at least once a month to give support and complete mystery shops off the back of National Training (if we are not using cask marque) This way we can ensure quality is maintained and the breweries are ensuring their products are served to a good standard = win win!! Guest or 2 nd Hero (Flex) Requirement 2 Hand Pulls min if no National or 3 if National stocked Take a 2 nd Ale from the local brewery or use our of the Month. CAOM to be opened up only to new breweries, or selected ales from existing supply chain.

2 Brewers Fayre What will this look like on the bar? Hand Pull 1: National Ale Why Doom Bar Doom Bar will become our number one Hand Pull across all 159 sites in Brewers Fayre to ensure consistency across the brands and allow us to tie in with the food menu: A brand that has grown over the past 5 years and is synominous with a great pint of cask ale Doom Bar is the number 1 Cask ale brand in the Managed Pub/Restaurant market. Easy to manage and handle Huge investment behind the brand and for Brewers Fayre New Handle for all sites with Doom Bar branding 48 Pint Glasses per site and FOC re orders Drip mats, Bar Mats and POS support alongside a great guest and team incentive Hand Pull 2: The Regional Hero s We are getting Regional Brewers to support our sites, We are linking every site up with their local brewery to help maximise the cask ale opportunity. The Regional Hero s will support with the following: Improving Quality, Consistency and Sales We know that requires care and attention; In order to ensure our sites are serving a great we have issued the following brief to all regional breweries: Glassware - Provide branded, toughened glassware within your region. Pump Clips - Ensure all restaurants are provided with permanent pump clips. Quality Training - Committed to driving first class training and support. We ask you to ensure that the sites you are visiting and supplying are made aware of all essential elements; from taking delivery from Trade Team to serving the perfect pint.) Staff knowledge - Share with teams the history behind the product names, tasting notes, brewery information and heritage, the list is not exhaustive. - Check all stillage and cask equipment is in good working order. Making sure the site is made aware of any issues they may have on the equipment so they can report through our technical support team.

3 Brewers Fayre Regional Brewery Alignment & Contact As above we have linked every site up with a Regional Hero brewery, to find out who your supporting brewery will be please click on the link below: We have also created a key contacts list for the local breweries for you to go direct to for pump clips, training, glassware e.t.c Please click on the following link for the key contact sheet If you have any questions over your regional brewery or believe that you are better suited to another brewery then drop us an to David.tanner@whitbread.com and we will be happy to review. The Stocking Policy Using the above ranging we have created a brand new cask ale stocking policy, with some new beers available from current suppliers and also some new breweries added into the list including Purity and Caledonian This new list is available on the F&B intranet on the following link: Guest Ales Based on feedback from our teams, we have reviewed our of the Month policy and will now be running this for 5/6 week periods across the year. This will allow time to sell through the current guest ale before moving to the next guest ale. In the past we have had issues with wastage and pump clips being sent to sites too late, this new policy will allow more time to get this right and drive engagement with our guests. The guest ale list has been completed for the next 6 months as per below: Period Guest Ale Brewery 29 th July 8 th September The Rev James Gold Brains SA 9 th Sept 13 th October Harvest Moon St Austell 14 th Oct 17 th November Hobgoblin/ Hobgoblin Gold Wychwood 18 th Nov 29 th December Christmas TBC Marstons 30 th Dec 9 th Feb TBC TBC N.B. If you have any feedback or suggestions on our guest ales then please contact us and we are more than willing to investigate further!!

4 Brewers Fayre Packaged Ales Brewers Fayre Fayrestival Packaged ale is in +40% growth in managed pub/restaurant and more and more consumers are trading into it supermarkets now have a separate section just to have the full range on display with many multibuys. To tie in with our launch we are going to give sites options to change up their offering on a weekly basis with 8 packaged ale options to sell as a celebration of our cask ale brewers. All bottles to be 3.95 (av. 78% margin) Each site to receive a force drop of 1 case (8 x 500ml) of each to rotate through the fridges on the top row on a once its gone its gone promotion. There will be stock in Trade Team if a site finds particular success with a bottle. Guest facing leaflet produced to engage guests in what we have on offer and what is coming with a brief outline of each beer, abv and brewery. Also rating box which can be handed in to team member to help us decide on the range next year. The Line Up: Consumables For all other Cask ale equipment and consumables Please see below for codes These can be ordered through your normal consumables order: Category Code Product Cost Supplier Cellar Mallet 5.32 Bunzl Lockhart Cask Bags (Corks& Spiles) 8.85 Bunzl Lockhart Dipstick - Measure Bunzl Lockhart Beer Keg Checker Bunzl Lockhart Beer Line Cleaner Bunzl Lockhart Goggles for the cellar 2.49 Bunzl Lockhart Rubber Apron for Cellar Bunzl Lockhart Conical (Ale) Pint Glass 20oz (48) Bunzl Lockhart Conical (Ale) Pint Glass 10oz (48) Bunzl Lockhart N.B. For ease of counting stock and ensuring that barrells are not shaken please ensure you order a Dipstick Highlighted in Yellow.

5 Brewers Fayre There is also a list of equipment for cask ale that can be ordered free of charge through Inbev/Mitie These include: Sparklers Line Cleaning Barrels Taps Single Level racking Please call Mitie on to order these Cellar Management and Cask Line Maintenance In order for us to serve great quality cask ale we need to ensure all our cellars are correctly maintained and that our equipment is clean and in full working order. If you have any equipment issues i.e. Cooling, Lines, Hand Pulls not working or if you need an extra cask ale line then please phone Inbev/Mitie on If you need to escalate any existing issues or call outs then please contact support centre on the details at the bottom of this brief. Caskwidge (Recommended) If your restaurant is struggling with wastage and storage space because of the tilt system we have identified a great alternative Cask dispense system that guarantees less wastage and also frees up space in the cellar. The Caskwidge is an upright dispense system that has a flexible pipe with a floating filter attached that draws the beer from near the top of the cask. The floating filter (Float Head) sits below the "top break" and follows the beer down until it reaches the bottom of the cask. The space and labour savings ease of use, and cost benefits allow all restaurants, even those constrained by cellar space, the chance to offer real ales at the bar or even now under the counter. You can find more information at This system is now available as a house purchase cost through Oracle, if you require a price list then please contact us below: Glassware All branded glassware for the cask ales will be provided by the regional breweries themselves, so please use the contact list to get in touch with your regional brewery and place an order. We do understand however the need for a non branded glass as a back up and we will be introducing a new pint and half pint glass to be used for cask ale only in Brewers Fayre. N.B. Each site will recieve 48 x Pint and 36 x Half Pint on consumables orders from 2 nd week of September.They will then be available to free order from Bunzl. Description Pack Spec Pack Size Utopia Utopia 2016 Price 2016 Price Per Piece Per Case Dimple Tankard 20oz (57cl) CE Box of Dimple Tankard Panelled 10oz (29cl) CE Box of

6 Brewers Fayre Rules We do appreciate that the trends and products within the are forever changing, and that local brewers will want us to sell their beer however we still need to be cautious of our contracts and agreements with suppliers so we ask all restaurants to adhere to the following: Product Listings - Only products listed through Whitbread Support Centre will be available for sites to order through Trade Team. Whitbread stocking policy is centrally controlled and sites are communicated to regarding range recommendations. Suppliers cannot direct deliver product. Pricing costs negotiated through procurement and managed centrally. POS All POS except above mentioned (pump clips & glassware) must be authorised and agreed with Dave Tanner before being delivered to sites. All requests from sites for events, sponsorship, brewery visits, hosting team events, new products and POS must be directed to Dave Tanner or Emily Hawkins. As we have mentioned above, we will be launching in Line with National week Festivals festivals across the UK have tripled in last 5 years with every major City and Town claiming to have a festival or equivalent. It is also something that JD Wetherspoons have executed brilliantly over the last 15 years and have driven new consumers in because of it. National Week Brewers Fayrestival (1 Month) starting in line with National Week Aim to show our guests that we are taking this category seriously with full end to end activation. Launch of our new cask ale range across BF 8 x Packaged ale options for all sites (above) Have a pint on us Bonus Club activity Have a free pint of cask ale on us activation through Bonus Club to drive guests into our restaurants to try a pint of cask ale Social Media FB and Twitter competitions run throughout National week to take Instagram pictures of our guests enjoying a pint of cask ale with the best pictures winning 1 of 20 cases of Doom Bar. Activation throughout the week and build up to the re-launch on cask ale with Doom bar as the main focus Team/Guest Product knowledge guides produced on all cask ales for Team Members Guest facing booklets created to showcase range of s and also our packaged products and to get the guest engaged and trying all our beers. This will be a great tool for our Premier Inn guests that travel the country and have the opportunity to try the full range.

7 Brewers Fayre Finally... the Team Incentive We will be launching a great incentive alongside our re launch of cask ale with the prize being a unique opportunity for 16 winners to go down to Rock in Devon and share an amazing Doom Bar experience in Spring next year (when the weather is a little better). More details will follow in the Mix but please see below overview of what is up for grabs Key Contacts - Whitbread For any feedback or further information on the Policy please contact: Dave Tanner Drinks Manager m e. david.tanner@whitbread.com Emily Chappell Senior Drinks Category Buyer m e. emily.hawkins@whitbread.com