Sunshine brings boost for Brakspear promotions
August 9, 2013
The continuing sunshine has boosted customer response to several promotions launched earlier this summer by pub operator and brewer Brakspear.
Over 200 people have completed the Henley Ale Trail – a big increase on the redemption level at this time last year. Every completed trail map equates to a pint of Brakspear ale drunk in each of the 10 town centre pubs taking part.
The ‘sister’ Country Ale Trail, launched for the first time in June, has also enjoyed weather-fuelled success in the 10 participating pubs in villages around Henley. At the Bull & Butcher in Turville, general manager Claire Hollis said, “Lots of customers are picking up the trail maps and looking at where else they can go to get it stamped, so it’s creating a great buzz. I know several groups of locals are planning to visit the pubs by bike, or on horseback, so that they can take in the stunning countryside – and work up a thirst for that pint of Brakspear. We’ve already handed out nearly 200 trail maps.”
At the same time, 27 Henley town centre and rural pubs have been overwhelmed by demand for the straw boater hats offered in a promotion linked to Brakspear’s ‘Hooray Henley’ summer ale.
Launched just ahead of the Henley Royal Regatta, the giveaway offered a free boater hat with every four pints of Hooray Henley purchased. Over 1,200 boaters have been claimed and sales of Hooray Henley, the seasonal beer for July, were more than double the 2012 figure.
Spurred by the success of the Hooray Henley boaters, Brakspear is planning a similar offer around its Oh Be Joyful seasonal ale in December, giving a Santa hat to every customer who buys four pints in a participating pub.
Brakspear chief executive Tom Davies said, “We’re delighted with customers’ response to our offers, particularly the Hooray Henley boaters. With more than 1,200 now in circulation in and around Henley, it’s becoming hard to find a pub garden where at least one customer, or a customer’s dog, isn’t wearing one!”
“The promotional activity is certainly helping to bring customers into our pubs. However, credit must go to our tenants and lessees who have responded to the increase in weather-led trade by maintaining the high quality food, drink and service that customers expect from a Brakspear pub.
He added, “Many of our pubs have invested in their outdoor spaces, including the Anchor and the Three Tuns, who’ve both had garden makeovers recently. It is wonderful to see their gardens and patios packed with drinkers after a string of disappointing summers. Let’s hope this good one continues for a while yet.”
Caption to images right (top to bottom): customers at the Lands End in Charvil, near Twyford sport the Brakspear boater hats; boaters again at the Catherine Wheel Goring; Jaxon and Emma Keedwell (back and far right), tenants at the Chequers Fingest finish the Brakspear Country Ale Trail at the Cherry Tree Kingston Blount with team member Laura (left) and tenant Kate Hutton (centre)