Off-licence chain Rhythm & Booze is to begin installing more hand pumps for real ale at tills, following a successful trial.
The pilot kicked off ahead of the World Cup with a guest ale brewed for Swaine's Barnsley Beer Company by Yorkshire's Wentworth Brewery.
MD Martin Swaine, who delayed the introduction of cask ale while the company bedded in 34 former First Quench outlets acquired last October, said he was selling 500 pints a week of unfiltered real ale through his flagship Holmfirth store. Up to three more stores would begin selling three pints of Barnsley Beer Company beers for £4 in take-out plastic bottles next month.
"It's got to be the right quality at the right price and it's got to be delivered right," said Swaine.
"Off-licences have done this before, but have not persisted. Maybe its time has come. I am worried about cannibalisation of our bottled sales, but it's more profit."
Overall sales through R&B's original 42 stores were up 5% year-on-year, while former First Quench stores were up between 40% and 60% on last year, he added.
"We had a good time during recession," he said. "When people are miserable they drink more."
The pilot kicked off ahead of the World Cup with a guest ale brewed for Swaine's Barnsley Beer Company by Yorkshire's Wentworth Brewery.
MD Martin Swaine, who delayed the introduction of cask ale while the company bedded in 34 former First Quench outlets acquired last October, said he was selling 500 pints a week of unfiltered real ale through his flagship Holmfirth store. Up to three more stores would begin selling three pints of Barnsley Beer Company beers for £4 in take-out plastic bottles next month.
"It's got to be the right quality at the right price and it's got to be delivered right," said Swaine.
"Off-licences have done this before, but have not persisted. Maybe its time has come. I am worried about cannibalisation of our bottled sales, but it's more profit."
Overall sales through R&B's original 42 stores were up 5% year-on-year, while former First Quench stores were up between 40% and 60% on last year, he added.
"We had a good time during recession," he said. "When people are miserable they drink more."
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