Robinsons Brewery have teamed up with some of the biggest names in brewing to launch their ‘Craft Keg Club’ – a monthly, rotational, craft keg menu.
The club, which launched in June, has already been signed up to by over 40 pubs from Robinsons’ estate and key free trade customers resulting in over 8,000 pints quaffed across the first month. It’s early days but so far pubs that take part in the Club have outperformed the rest of the estate by 1.6% in beer volume for that month which equates to an extra 100 pints per pub in the month.
David Bremner, Director of Marketing for Robinsons Brewery, explains: “The explosion of popularity in the craft beer market is well documented. We now have more breweries globally than we had 100 years ago and craft beer is leading a global resurgence in the popularity of premium beer.”
The six month programme will see beers such as Beavertown Neck Oil, Shed Head American Pale Ale, Sharp’s Wolf Rock and Camden Pale Ale find their way onto the bar of a Robinsons’ pub for the very first time. The Craft Keg Club will also feature the debut of Robinsons’ award-winning Steam Lager and 9 Hop IPA available in draught.
Jonny Booth, successful operator of multiple pubs including Robinsons’ Castle in the Northern Quarter of Manchester and the Bakers Vaults in the old town of Stockport, commented: “Following on from our pioneering collaboration to begin a guest ale programme, Robinsons has taken another large step, for a family brewer, to move the tenanted business model forward with the introduction of the Craft Keg Club. With the surge in popularity for craft beer continuing to gain momentum, the Craft Keg Club means that our drinks range can continue to evolve and remain relevant in a busy market. With the change in people's drinking habits to a position of choosing to spend more on products that are high end and unique, it is vital that we can remain relevant for the continued growth of our businesses. Robinsons’ commitment to listening to their licensees and being willing to adapt their business model, for the mutual benefit of licensees and customers alike, with such schemes means that their business and ours are always moving in the right direction.”
"We’ve always worked with numerous brewers throughout our history”, continued David, “but this is the first time we’ve been able to offer a true craft keg solution to our estate. Craft beer volume has grown by 130% in comparison to five years ago and whilst people are going out less they are spending more when they do.”
Concluding David said: “Research tells us that customers are willing to spend up to 90p extra for craft keg products so the partnership not only gives our licensees a point of difference in a crowded market but the chance for them to generate increased revenue.”
The Craft Keg Club, which is open to all Robinsons pubs and free trade accounts, will run for the rest of 2016 and will feature Robinsons Steam Lager and 9 Hop IPA, Sharp’s Wolf Rock and Cornish Pilsner, Backyard Brew’s Shed Head, Franciscan Well’s Cheiftain IPA, Brooklyn’s American Ale and Lager, Lervig Aktiebyggeri’s Lucky Jack, Blue Moon and Beavertown’s Neck Oil Session IPA. Molson Coors have supported Robinsons’ Craft Keg Club by developing equipment capable of handling different connector and gas pressure challenges.