The Lamb Inn in Norwich city hosted its first beer festival over 11 days in May and June and I think its fair to say that it was a huge success, Over the course of the festival they saw a increase of 12% percent in wet sales.
The Lamb, part of the TCG group of managed pubs and bars, staged the festival from May 23 to June 2 as part of the annual Norwich City of Ale campaign promoting the city’s many great pubs and breweries. During the festival, the Lamb Inn offered 16 ales, sourced mainly from local brewers including Adnams, Bees and Wolf.
All these ales where served in the pubs award winning beer garden, which over the bank holiday saw its capacity pushed to its limit, It was filled with many drinkers enjoying the sunshine and rare good weather.
“We’re delighted with the results, not just in terms of sales uplift over the ten days, but also the legacy: the Lamb Inn is now firmly on the map for local cask ale lovers. We’re already planning our next ale festival for September.”
The lamb is the latest success for TCG, Who have saw recent success thanks to their increased focus on real ales. They have seen a 7% increase in sales and 95% of its retail locations now bear Cask Marque accreditation.
TCG chief operating officer, Nigel Wright, said: “Cask ale is unique to pubs and bars, so we’re keen to make sure that, wherever possible, our sites develop a thriving cask ale trade.
“Our investment in staff training and Cask Marque accreditation helps ensure our pubs serve a consistently great pint of cask ale, while our Proud of Our Ale festivals have been very successful in building their cask credentials. We’re looking forward to receiving another boost from this autumn.”