The Great JW Lees Beer Hop is intended not just to promote less well-known cask ales, but also to drive footfall to its pubs.
“To enhance our customers’ drinking experience we want to use our expertise to help them pick beers that they’ll really enjoy. ‘The Great JW Lees Beer Hop’ gives customers the chance to trial quality beers, find new pubs and get excited about something new,” explained William Lees-Jones, managing director at JW Lees.
“It allows us to support some of our popular, but less mainstream beers. Licensees stock old favourites like ‘Brewer’s Dark’ and ‘Moonraker’ but are put off trying something new like Drayman’s Reward because cask enthusiasts don’t necessarily know they are on sale. ‘The Great JW Lees Beer Hop’ will give them the confidence to put these beers back on the bar, knowing that they will bring ale lovers through their door.”
Wilmslow-based Venn created the website, which provides details about each beer and the way it’s brewed, as well as discounts.
The Great JW Lees Beer Hop is currently only available at select pubs, but the intention is to extend its reach throughout the North.