Cask Ale - Keeping it Real on the Street Tim Suprise Arcadia Brewing Company Cask or "Real Ale" is often regarded as one of the best example of the brewers art and craft. The effort and commitment by a craft brewer to produce and make available this distinctive, flavorful and special experience for beer enthusiasts has generated an increased level of interest from retailers determined to offer Real Ale to their customers. Quite often, however, it is a challenge to consistently deliver the quality and integrity that this product requires at the point-of-purchase. "Keeping it Real on the Street" will provide valuable insights and first hand experiences in assisting Brewery Sales personnel as they evaluate the commitment, stimulate dedication, and keep the quality high in bringing cask conditioned ales to our customers. I. Frame of reference - What is Real Ale &Why do our customers connect with it? II. This is our best liquid... What are we prepared to do? III. Basic Training starts in the Brewery IV. Keeping the Passion on the Street or "I'm not sure you're ready for this" V. The Cellarmen and The Rep - United we stand VI. A Case History - O Duffy s Pub in Kalamazoo, MI VII. Keeping the patrons happy = What's on the engine tonight? VIII. Keeping it fun and creating real value through Real Ale
What is Real Ale & Why do our customers connect with it? Definition of Real Ale: CAMRA defines real ale as beer that has been brewed and stored in the traditional way and has undergone secondary fermentation in the container from which it is dispensed (cask-conditioned). OXFORD ENGLISH DICTIONARY definition, real ale is "A name for draught (or bottled) beer brewed from traditional ingredients, matured by secondary fermentation in the container from which it is dispensed, and served without the use of extraneous carbon dioxide." This "container" is traditionally a cask (originally wooden); hence, the connection between real and cask-conditioned ale. Basically, real ale requires the use of pure ingredients (few, if any, adjuncts), that secondary fermentation - actually, natural conditioning - takes place in the vessel that the beer is served from and that the beer is delivered without the use of forced gas - preferably by gravity feed or, traditionally in Scotland, by the tall font (or fount) or in England and elsewhere by the beer engine (hand pump). Our customers want to connect with our culture, that which stimulates the palate and which is distinctive, special and unique. Real Ale done properly fits that need. The fact that it is not common has great appeal. THIS IS OUR BEST LIQUID...YOU MUST BE WORTHY!
This is our best Liquid... What are we prepared to do? Of Firkins, spiles and tools of the trade = Time and Money Quality of product going in can head south once it leaves the brewery. Not a set it and forget it process. Quality at point-ofpurchase must be monitored.
Basic Training Starts in the Brewery Keep the process clean Priming & Fining Sales Team must be trained Don t rush...take the time to condition properly
Keeping the Passion on the Street or "I'm not sure you're ready for this" Not every publican, bar manager or owner knows what Real Ale is let alone what s involved. Cask is either great, or it ain t...which one are you committed to? Assuring that YOUR process for installation, cleaning, service and maintenance is not optional. Saying no is often the best course.
The Cellarman & The Rep...United we Stand! The Cellarman lives at the account. Cellarman & Brewery Rep receive the same training. Brewery Rep must support the account and the cellarman with all things Real Ale. Commitment for installation, cleaning/sanitation and service is not negotiable.
OUR FIRST... A CASE HISTORY Simple is best Modified Walk-In Cooler Less than 16 ft draw to engine. Temperature consistency a critical element for Great!
OUR FIRST... A CASE HISTORY Sizing the Cellar for two Firkins keeps cask available. Stillage on casters for easy in/out. Insulated Box (Cellar) to hold temp a key.
OUR FIRST... A CASE HISTORY Two round holes for cool air in and return a key design feature. Blower inside walk-in
OUR FIRST... A CASE HISTORY This system has been money for 12 years. Cask Breather a must. Daily cleaning routine mandatory. Clean Glassware!
Variety & Quality = Happy Customers! Showcase you re best... Arcadia...it s the malt... Once the customer base is established, they look forward to What s on the engine tonight, or this week
KEEPING REAL ALE FUN = LASTING VALUE Thank you...now let s keep the Cask Real on the Street!