Rachel Evans PG Dipl. Brewing & Distilling BSc (Hons) Applied - - PowerPoint PPT Presentation

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Nov 27, 2022 252 likes •511 views

Rachel Evans PG Dipl. Brewing & Distilling BSc (Hons) Applied Food Science & Marketing PG Business Management Quality Consultant SALSA, SIBA, Cask Marque Previously Scottish Courage (Heineken), Mitchells and Butlers

SLIDE 1

Rachel Evans

PG Dipl. Brewing & Distilling BSc (Hons) Applied Food Science & Marketing PG Business Management

Quality Consultant – SALSA, SIBA, Cask Marque
Previously Scottish Courage (Heineken), Mitchells and

Butlers

Licensee

SLIDE 2

The Cask Marque Trust

Cask Marque Cask Marque Accreditation Project Work Training

Profit Contribution

MARKETING

SLIDE 3

Accreditation – Grain to Glass

Quality at Brewery Gate:

–Brewery Accreditation - “SALSA plus Beer”

Supply Chain:

–Distributor Charter

Cellar Standards:

–Scores on the Cellar Doors

Beer in the Glass:

–Cask Marque

SLIDE 4

Cask Marque

50 assessors 2 unannounced visits annually Temp, appearance, aroma & taste (full pint) 10,100 licensees (+3.1% in 2016) Ale Trail

SLIDE 5

Consumer Recognition

Cask Ale Drinkers were asked:

Source: You Gov Survey July 2017

Question 2017 2012 2009 Have you seen this plaque? Yes 77% 57% 46% No 23% 43% 54% What do you think it stands for? Those stating “Quality” in the answer 63% 62% 59%

SLIDE 6

Licensee Survey: Has having the Cask Marque Award helped increase cask sales?

88.50% 11.50% Yes No

SLIDE 7

Would you recommend other licensees to apply for Cask Marque?

98.13% 1.87% Yes No

SLIDE 8

Accreditation - it works

Cask Marque Pubs Deliver Better Beer

Mystery drinker results July-August 2016 Food Hygiene results CM vs Non CM Pubs (2016)

Pass Rate Cask Marque Pubs 91% Pass Rate ‘the pub next door’ 51% CM Pubs - Food Hygiene (4 or 5) 87.1% Non CM Pubs Food Hygiene 67.7%

SLIDE 9

Vianet Survey – 3,100 pubs

SLIDE 10

Why Quality? (source You Gov Survey July 2017)

29% of customers will go to a different outlet. For Cask drinkers this rises to 35% 44% of consumers will not

rder the same drink again.

For Cask Drinkers this becomes 60%

68% of customers will pay more If quality is poor If quality is poor If quality is good

SLIDE 11

“SALSA plus Beer”

Brewery Accreditation Scheme

AIM: To raise quality and compliance standards in the brewing and packaging of beer Covers

– Health & Safety – Legal compliance – Product quality

SALSA are an accreditation body IP owned by Cask Marque Steering group includes M&B/Waitrose

SLIDE 12

Distributor Charter

Sets ‘best practice’ in the supply chain 37 depots approved In talks with Tradeteam and KNDL

SLIDE 13

Scores on the Cellar Doors

Improve cellar standards helping yields/sales On the spot training and advice Recognise good performance Star rating of 1-5 Costs £25 per year (twinned with Cask Marque visit)

Arkells Bermondsey Pub Co Brakspear - Managed Butcombe Cirrus Inns Falcon (Punch) Harveys - Managed Haven Hippo Inns Hydes Joseph Holt JW Lees Lancaster Brewery Market Town Taverns Remarkable Restaurants Stonegate Timothy Taylor Upham Brewery White Brasserie

SLIDE 14

* From 831 audits during 2016

Correlation Between Cellar Standards & Beer Quality

53.80% 84.62% 95.31% 99.08% 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% 90.00% 100.00% 2 * 3 * 4 * 5 * Short Cellar Audit result – Max 5 stars

SLIDE 15

Cask Marque Marketing

Smartphone app New website end 2017 Sat nav POS Cask Ale Week Social media

SLIDE 16

Digital Marketing – Figures 2017

CaskFinder – smartphone app July 2017 Downloads (total) 155,528 Usage per month 58,048 Ale trail registrations 28,502 Ale trail scans per week 3,294 (av. over 12 weeks) Total Scans 705,786

SLIDE 17

Beer Scanning on App

SLIDE 18

Latest App Developments

Two new developments Pump Clip Recognition – scan pump clip with phone

Beer descriptions (Cyclops/Brewers/Customers) Customer reviews and ratings Allergen info, calories, alcohol units

Multiple Ale Trails / Prizes

Corporate members can run ale trails using our system (pubs must be accredited and showing their certificates) Can send out promotional vouchers to registered users

SLIDE 19

Reporting to our Customers

Reports we automatically send to BDM, Admin, Sales, Beer Quality team

– Weekly or monthly summary – Sponsor’s beer not on sale – Failed visits – New accreditations – Poor glassware

Monthly performance & benchmark report

SLIDE 20

Reports you can Access - Dashboard

SLIDE 21

Cask Matters

Communication platform Online training for bar staff Cask report

SLIDE 22

Admiral Taverns Brakspear Pub Co Enterprise Inns plc JD Wetherspoon plc Mitchells & Butlers plc Punch Taverns Spirit Group Star Pub Co Stonegate A-Cask ALMR BOC Sureserve Brulines Limited Cask Widge CPL Training Crystaltech Meantime MeetingsInn Proton SIBA Vianet

Cask Marque Members – Pub Groups & Associate Members

SLIDE 23

Operations…

Action needed / below average (major)

Action needed / below average (minor) Above / brand average

Samples Score Summary Not on Target

Glassware Aug RANK

Temp - % out of spec (10-14°)

% Not Clean

Steve Smith

23 3

13.04%

32.00% 22.00% Jeremy True

16 1

6.25%

32.00% 31.00% Carl Denning

0.00%

0.00% 0.00% Mike Walpole

0.00%

0.00% 0.00% Ian Jenkins

31 4

12.90%

36.00% 10.00% Russel Forge

2 1

50.00%

83.00% 0.00% Mark Evans

0.00%

12.00% 18.00% Rachel Long

26 3

0.00%

41.00% 0.00% Joanne Christy

0.00%

0.00% 0.00% Stuart Walker

0.00%

20.00% 0.00% Mandy Townsend

22 4

18.18%

31.00% 9.00% Chris Tolgate

28 3

10.71%

44.00% 25.00% Tony Fell

3 1

33.33%

0.00% 33.00%

Total 188 20 10.64% 31% 15%

Industry Managed Benchmark YTD 10.90% 24% 22%

OM August Summary % Failure Rate

No. Outlets

Audited No. Outlets Failed

SLIDE 24

Changing Behaviours

Operational Challenges Buy in from upper management Reward & Recognition Area of FOCUS AGENDA Item Collective approach Embedded into what we do Cultural Shift in quality…..

SLIDE 25

Rachel Evans

PG Dipl. Brewing & Distilling BSc (Hons) Applied Food Science & Marketing PG Business Management

Butlers

The Cask Marque Trust

Cask Marque Cask Marque Accreditation Project Work Training

MARKETING

Accreditation – Grain to Glass

Quality at Brewery Gate:

–Brewery Accreditation - “SALSA plus Beer”

Supply Chain:

–Distributor Charter

Cellar Standards:

–Scores on the Cellar Doors

Beer in the Glass:

–Cask Marque

Cask Marque

50 assessors 2 unannounced visits annually Temp, appearance, aroma & taste (full pint) 10,100 licensees (+3.1% in 2016) Ale Trail

Consumer Recognition

Cask Ale Drinkers were asked:

Licensee Survey: Has having the Cask Marque Award helped increase cask sales?

Would you recommend other licensees to apply for Cask Marque?

Accreditation - it works

Mystery drinker results July-August 2016 Food Hygiene results CM vs Non CM Pubs (2016)

Pass Rate Cask Marque Pubs 91% Pass Rate ‘the pub next door’ 51% CM Pubs - Food Hygiene (4 or 5) 87.1% Non CM Pubs Food Hygiene 67.7%

Vianet Survey – 3,100 pubs

Why Quality? (source You Gov Survey July 2017)

29% of customers will go to a different outlet. For Cask drinkers this rises to 35% 44% of consumers will not

For Cask Drinkers this becomes 60%

68% of customers will pay more If quality is poor If quality is poor If quality is good

“SALSA plus Beer”

AIM: To raise quality and compliance standards in the brewing and packaging of beer Covers

– Health & Safety – Legal compliance – Product quality

SALSA are an accreditation body IP owned by Cask Marque Steering group includes M&B/Waitrose

Distributor Charter

Sets ‘best practice’ in the supply chain 37 depots approved In talks with Tradeteam and KNDL

Scores on the Cellar Doors

Improve cellar standards helping yields/sales On the spot training and advice Recognise good performance Star rating of 1-5 Costs £25 per year (twinned with Cask Marque visit)

Correlation Between Cellar Standards & Beer Quality

Cask Marque Marketing

Smartphone app New website end 2017 Sat nav POS Cask Ale Week Social media

Digital Marketing – Figures 2017

CaskFinder – smartphone app July 2017 Downloads (total) 155,528 Usage per month 58,048 Ale trail registrations 28,502 Ale trail scans per week 3,294 (av. over 12 weeks) Total Scans 705,786

Beer Scanning on App

Latest App Developments

Two new developments Pump Clip Recognition – scan pump clip with phone

Beer descriptions (Cyclops/Brewers/Customers) Customer reviews and ratings Allergen info, calories, alcohol units

Multiple Ale Trails / Prizes

Corporate members can run ale trails using our system (pubs must be accredited and showing their certificates) Can send out promotional vouchers to registered users

Reporting to our Customers

Reports we automatically send to BDM, Admin, Sales, Beer Quality team

– Weekly or monthly summary – Sponsor’s beer not on sale – Failed visits – New accreditations – Poor glassware

Monthly performance & benchmark report

Reports you can Access - Dashboard

Cask Matters

Communication platform Online training for bar staff Cask report

Cask Marque Members – Pub Groups & Associate Members

Operations…

Changing Behaviours

Operational Challenges Buy in from upper management Reward & Recognition Area of FOCUS AGENDA Item Collective approach Embedded into what we do Cultural Shift in quality…..

Quality driving footfall