Brand Health Check: Real ale

complexions masked by wiry beards were inevitably there in abundance,
but so too were groups of women, 20-something couples and young male
professionals.

The Campaign for Real Ale (Camra), which has traditionally targeted
older age groups, fears that real ale may not survive if the drinks do
not appeal to young pub-goers. It therefore hosts the British Beer
Festival every August to promote cask ales to the wider public and help
raise awareness. Not only does it serve as a celebration of the diverse
range of ales on sale across the UK, it also provides an opportunity to
bring the drink to a new audience.

There are 300 brewers in the UK, producing 2000 real ales. As a living,
fresh beer that undergoes a natural second fermentation in the cask,
part of real ales' problem could be the fact that they require a great
deal of care on their way to, and within, the pub to be served at their
best, putting off some major chains from stocking them in their
houses.

However, there is no reason why real ale should not be in a good
position to grow its share. In the wider food and drink market,
consumers are starting to question big global brands and tastes are
moving toward more natural, local products.

As well as the Great British Beer Festival, Camra 's initiatives to
broaden its audience include the launch of Golden Ale, described as more
refreshing and appealing to younger drinkers and women.

Despite these efforts, UK sales of ales trail well behind big-brand
lagers, in part because the multinational brewers' marketing spend far
exceeds that of real ale brands, which tend to be family-owned and
operate on a smaller scale.

We asked Dave Alexander, creative partner at Isobel, who has worked on a
number of drinks brands, and Nigel McNally, commercial director at UK
independent brewer Charles Wells, what real ale brands need to do to
improve consumers' perceptions of their products.

VITAL SIGNS

DIAGNOSIS 1 - DAVE ALEXANDER CREATIVE PARTNER, ISOBEL

Lager has given real ale a headache. It is urban, refreshing, modern and
has brands with big budgets, while real ale is the polar opposite. But
there have been shifts in the public's attitude away from perceived
corporatism and consumerism: a growing group of consumers who don't want
to be seen as consumers. It is authenticity they crave, and what is real
ale if not authentic?

Real ale can't outspend lager on marketing, but it can make it seem like
the Coca-Cola of bar drinks. Besides, these days, small is an
anti-corporate advantage.

To make real ale more mainstream it needs to be less mainstream.
Smaller, more insidious campaigns will help to give it a new, more
contemporary appeal.

Don't bang on about hops or barley but find the quirkier facts and
stories. Point out lager's uniform blandness. Make the on-trade sit up
and take notice.

I am not sure what Camra could do to help the situation - it seems the
wrong organisation for the job. It's up to the brands to find their new
voice.

REMEDY

- It's not just a cause that is needed, it is an enemy.

- Think small and anti-corporate when it comes to marketing.

- Play up the authenticity of the product. Consumers want to be thought
of as individuals, and are seeking products with equally unique
qualities.

- Find a different voice - you are talking to a new audience.

- Force the on-trade to come to you.

DIAGNOSIS 2 - NIGEL MCNALLY COMMERCIAL DIRECTOR, CHARLES WELLS

A decline in real ale sales was artificially generated as national
brewers left the category, believing there to be more profit in selling
pasteurised nitrokeg ales. Figures from ACNielsen show that sales have
now turned a corner. This is not only a viable sector, it is a thriving
one.

Camra provides a solid base of loyal and enthusiastic devotees. But the
challenge is to make real ale accessible to a wider audience, through
methods such as sampling, to attract a wider age group and profile.

The market will grow significantly as long as key brand owners work
together to develop consistent communication. Real ale is a live, fresh
product with limited shelf-life, brewed using only natural ingredients.
Each brand has its own distinctive taste and aroma. We must invest in
the category to show real ale as an ultra-premium product.

Maintaining quality will lead drinkers to be confident about switching
from lager, an important growth area. Real ale is the only point of
difference pubs have against the off-trade, and has an exciting
future.

REMEDY

- Identify opportunities for trial and encourage brand-switching.

- Nurture brands in terms of brewing and brand development and educate
bar staff.

- Communicate a clear and consistent message, highlighting taste and
aroma credentials across the category.

- Widen its appeal by giving the natural ingredients prominence and
marketing it as an ultra-premium product that commands a price premium
over lager.