There are a few lately that have indicated we could be in for a few months of fun as the UK goes crazy for Olympics, the Euros and the Jubilee.
Of course there will be plenty of specials made just for these occasions but at the same time several national and international brands are looking carefully at how they can cash in over the coming months.
Take Carlsberg UK for instance, it has introduced San Miguel Fresca in a direct challenge to the summer favourites of Corona and Sol.
On a smaller scale yet in an impressively innovative way Vodka One is challenging the way we drink vodka by making it available on draft for the first time. In the bars where it is stocked it will be one of the first things you see.
And last week Greene King revealed details of a £4m campaign that involves TV ads, re-branding of its flagship brand (IPA) and the introduction of two new brews – IPA Gold and IPA Reserve.
I was at the launch and I detected a degree of scepticism from some of the purists in the room. Isn’t this dumbing the category down? When did IPA become a beer brand rather than a style? And how many golden beers does the world need?
Arguably, all valid points.
But personally I think Greene King is onto something here. They have a traditional brand but they need to appeal to a younger audience if they are to grow their business.
More and more 25 to 35-year-olds are becoming interested in cask and this kind of clear and contemporary branding will surely get them into the category. Once they are there the chances are they will have a look around and try some others too.
On another positive note the TV advert shows a pub packed with people enjoying themselves. It is exactly the kind of message the industry should be sending out: pubs are vibrant, full of interesting and fun people and you really should be spending more time there.
In fact, cask as a whole has upped its game recently. A similar amount was invested in bringing Rick Mayall to our screens as the ‘Bang On’ Bombardier, and Fuller’s linked-up with Top Gear’s James May for a London Pride campaign. Meanwhile Doom Bar is continuing to grow following the acquisition of Sharp’s by Molson Coors.
This kind of investment in cask beer is essential to the pub trade, for the two really go hand in hand.
If people want to drink cask then they need to go to the pub. And that is something we should all support.
Matt Eley is the Inapub editor. Follow him on Twitter @mattheweley