Cask Marque has announced the launch of a new accreditation scheme called Beer Marque.
The not-for-profit organisation that makes 22,000 annual pub visits will take its learnings from cask beer accreditation history and will apply them to all beer in the on-trade.
Inspections for Beer Marque will start this month, backed by a trade marketing campaign. A consumer programme is due in 2020, once Beer Marque has over 2,000 plaques on walls. The aim is to champion 15,000 pubs that deliver a great beer experience to their customers.
“Customers expect a great beer experience when in the pub,” says Paul Nunny, director of Cask Marque. “Quality and serve are of utmost importance to them. The pubs’ reward is in more sales and less waste. This accreditation allows us to engage with the major brewers who also recognise the importance of a quality product.”
To gain Beer Marque outlets must:
- Pass a cellar inspection to ensure they are using best practice to deliver beer quality and reduce losses from wastage.
- Use appropriate branded glassware and ensure glasswashing machines are kept in good working order.
- Ensure ice machines are hygienically maintained.
- Train bar staff to present the perfect pint.
Pubs will be given a Beer Experience star rating based on the above.
The scheme will also aim to tackle a number of key issues, including over-ranging and thus selling beer of poor quality due to lack of throughput; dirty beer lines; cellar temperature; and staff knowledge.