Brewery News
09/03/2010 - Brewery set Rebus tale to appear in the Scotsman:
Cask Ale Week
National Cask Ale Week 2010 runs from 29th March - 5th April (up to and including the Easter Bank Holiday weekend). It is backed by Caledonian and 4 other regional Brewers in addition to SIBA, CAMRA and Cask Marque. For Caledonian, Cask Week is an opportunity to capitalise on the increased interest among licensees, drinkers and the media to increase interest in, and sales of, our own beers. It also acts as a nice way to interact with our new consumer base establish through our partnership with Heineken UK.
The first National Cask Ale Week ran in 2009 and it was supported with tastings, 'Meet the Brewer' evenings and other events taking place in 8,000 pubs. This year, the organisers are aiming to reach 10,000 pubs, with the same goal of encouraging new drinkers to try cask beer.
Caledonian and Cask Week
Yet again this year we are heavily involved in Cask Week. The national PR launch next week will involve Cameron Mather & brewer Bruce Unrau gracing the airwaves of London's Capital Radio and Kiss FM's breakfast shows and an interview with both the Independent and Mail on Sunday Newspapers. Finally, the boys with be visiting 4 London pubs in a black “A(le) team” van offering samples to Friday lunchers.
In Scotland we are also opening the Brewery to the general public on Saturday the 27th March. Details of the open day were published in the Scotsman newspaper as part of the serialisation of Ian Rankin's Rebus short story, 'The Last Drop', a tale set in the Caledonian Brewery itself. All proceeds from the tours will go to the Royal Blind, our Rebus linked Official Charity.
A tour is also being offered as a prize in a beer promotion in the local Edinburgh Herald and Post and if that's not enough, prizes of Brewery Tours, Scottish Cricket tickets and Fringe tickets are also up for grabs in The Independent newspaper's Cask Week Supplement.
Useful Links
