Transcript Norwich City of Ale Research

1
Pub Visitor and Brewery and
Publican Benefits Research
Research findings for
Norwich City of Ale
July 2013
Prepared by Insight Track Ltd.
T: 01603 626800
E: [email protected]
Structure
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Background
Research Objectives
Approach
Pub visitor research findings:
 Respondent profile
 Reason for visiting
 Impact of City of Ale
Brewery and Publican findings:
 Overall experience
 Financial outcomes
 Increasing footfall
 Individual preparations for the festival
 Organisational aspects
 Future outcomes and thoughts for 2014
Summary
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Background
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3
Norwich City of Ale Limited (NCoA) is a not-for-profit organisation with the mission
to promote Norwich, nationally and internationally, as the UK City of Ale
One of the key activities undertaken by the organisation is to organise an annual
festival as a celebration of real ale from local breweries to be held throughout the
city in real ale pubs and other venues selling real ale (between 23rd May and 2nd June
2013)
In order to evaluate the success of the event, NCoA wish to monitor performance
against key performance indicators:
 Pub visitors: in respect to how awareness of the event is generated, distances
visitors tend to travel to the event and overall impressions of it
 Publicans and brewers: in respect to the effects of the festival and opinions of
both 2013 and future events
Therein the management team wished to undertake a modest research programme:
 Pub visitors: during the week of the event, this being pragmatically conducted
within the prescribed budget of approximately £500
 Publicans and brewers: conducted after the event
Research Objectives
4
The scope of the research covered the following in a brief interviewer conducted survey:

Pub visitors:
 Publicans and brewers:
 Basic profiling of visitor
 Overall success
(gender, age, where travelled from)
 Specific success indicators including
 Role of NCoA in prompting pub visit
footfall and sales
 Awareness of NCoA
 Individual preparations for the event
 How heard of NCoA
 Expectations of future benefits
 Frequency of drinking real ale
 Considerations for the 2014 festival
 Impact of NCoA on frequency of
visiting pubs and real ale drinking
habits over the festival period
 Rating and impressions of NCoA
 Suggested improvements for NCoA 2014
 Favourite ‘new beer’ of the festival
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PART 1:
PUB VISITOR FEEDBACK
Methodology: pub visitors
234 in-pub face-to-face interviews, spread across pub opening periods
 Using a brief fully-structured questionnaire (13 questions)
 Fieldwork conducted between 24th - 30th May 2013 (see slide 7)


Avoiding opening night
No screening quotas were applied (i.e. all pub visitors qualify for survey), although noting
that we did aim to speak to Real Ale drinkers in the main
 Two interviewers worked simultaneously in-pub in respect to health and safety
considerations (notably evening work)
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Two lunchtime shifts (12-2) (Thursday and Friday)
Two evening shifts (5-9) (Thursday and Friday)
We also had the help of a volunteer, Rob Whitmore, who carried out 40 of the interviews
in pubs that Insight Track were not targeting (and to whom we are very grateful for the
assistance)
6
Sample: Pubs, time of day and date
Pub
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
Fat Cat
Murderers
Wig & Pen
Kings Arms
Whalebone
Unthank Arms
Jubilee
King’s Head
Beehive
The Plough
Sub-total
TOTAL
Number of interviews by
time of day
Lunchtime
Evening
47
42
38
36
21
13
12
10
8
7
63
171
234
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Date
Thursday 30th May
Friday 24th May
Friday 24th May
Friday 24th May
Thursday 30th May
Sunday 26th May
Thursday 30th May
Thursday 30th May
Sunday 26th May
Thursday 30th May
8
Findings:
Respondent profile
Respondent profile: Gender & Age
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9
The majority of respondents are male, with a good spread across ages 25+
18-24
5
25-34
16%
18
35-44
Male
Female
84%
21
45-54
22
55-64
17
65+
16
Refused
1
0
Base: 234 – all respondents; single response
Q: Note respondent gender
Q Which of the following age brackets do you fall into?
10
20
30
Respondent profile: Where do they come from?
Two thirds of respondents are from Norwich/Greater Norwich and a further fifth are from
wider Norfolk
 11% of respondents are from outside the county (17 of these 26 respondents said later in
the survey that they came to that pub specifically for the NCoA)

3%
11%
Refused
Outside Norfolk
20%
Wider Norfolk (NR9-NR32)
Norwich (NR1-NR8)
66%
London (3)
Kirkwall
Rochester (2)
Luton
Colchester (2)
Manchester
Blackburn
Peterborough
Belfast
Portsmouth
Chelmsford
Preston
Dorchester
Stevenage
Gloucester
Southend
Huddersfield
Swindon
Ipswich
Base: 234 – all respondents; Open response
Q: Just so we can understand where people have travelled from, can I please ask what the first part of your postcode is e.g. NR1 NR13?
10
11
Reasons for visiting
Impact of City of Ale on visiting the pub on that day
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A quarter were in the pub on that day specifically for NCoA
 Of those who did, the gender profile very much matches the overall sample profile
 The ‘core’ age profile appears to be between ages 25-64 (and definitely ages 25+)

14%
Came specifically for City of Ale festival
Coming here anyway
24%
76%
Profile of those who came
specifically for City of Ale
Q: Did you come to this pub today for the City of Ale
festival or were you coming here anyway?
Male
Female
86%
18-24
25-34
35-44
45-54
55-64
65+
% 0
Base: 234 – all respondents; Single response
5
21
Core
16
25
20
13
10
20
30
Base: 56 – all who came specifically for CoA; Single response
Impact of City of Ale on visiting the pub on that day
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A third of those who came to the pubs for NCoA were from outside Norfolk
As a proportion, those interviewed in the Jubilee and The Plough were most likely to have specifically
gone to the pub for NCoA (although noting a small base for these pubs)
1 in 3 respondents had visited The Murderers, Fat Cat or King’s Head specifically for NCoA
No. of
ints.
Came here
specifically
for NCoA
(No. of ints.)
Coming here
anyway
(No. of
ints.)
% in pub
who came
for NCoA
Jubilee
12
6
6
50%
The Plough
7
3
4
43%
Murderers
42
14
28
33%
Fat Cat
47
14
33
30%
King’s Head
10
3
7
30%
Beehive
8
2
6
25%
Wig & Pen
38
9
29
24%
Unthank Arms
13
2
11
15%
Whalebone
21
2
19
10%
King’s Arms
36
1
35
3%
Q: Did you come to this pub today for the City of Ale
festival or were you coming here anyway?
Where live
Norwich
(NR1-NR8)
(N=155)
Came here
specifically for
NCoA
(N=55)
Coming here
anyway
(N=179)
45%
73%
Wider
Norfolk
(NR9-NR32)
(N=47)
22%
20%
Outside
Norfolk
(N=26)
31%
5%
Base: 234 – all respondents; Single response (‘Refused’ not shown)
Base: 56 – all who came specifically for CoA; Single response
Awareness of City of Ale
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Over three quarters of respondents were aware of NCoA
 Ages 45+ were the most likely to be aware, particularly ages 55-64

Q: Had you heard about the City of Ale festival
before coming to this pub today?
% of each age bracket aware of NCoA
18-24 (N=8)
50
25-34 (N=30)
No
23%
63
35-44 (N=41)
51
45-54 (N=37)
Yes
77%
81
55-64 (N=29)
86
65+ (N=30)
73
0
Base: 234 – all respondents; Single response
50
100
Base: 56 – all who came specifically for CoA; Single response
How found out about City of Ale
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15
People who were aware of NCoA were most likely to have found out via a newspaper
article (either in the EDP or Eastern Evening News)
Who/where/which
(N=number of responses)
Q: How did you find out about the Norwich City of Ale festival?
Newspaper article
Someone told me about it
Poster
City of Ale Programme
Leaflet
General awareness from drinking in pubs
Visited NCoA last year
Newpaper advert
Norfolk Nips
Information from CAMRA
Bookmark
City of Ale website
Facebook
Magazine advert
Magazine article
Twitter
Beer mat
1
1
1
0
2
2
2
3
4
4
Base: 179 – all respondents who are aware of NCoA; Multiple response
No specific place emerging
6
13
12
11
7
18
21
24
EEN (N=22)
EDP (N=21)
Fat Cat (N=6)
EEN (N=22)
EDP (N=21)
What’s Brewing (N=2)
10
20
30 %
Friend (N=13)
Pub staff (N=8)
Family (N=4)
Impact of City of Ale
All respondents were read the following information for consistent
understanding:
Norwich City of Ale is a ten-day celebration of local pubs, breweries and real
ale. Events are taking place between 23rd May and 2nd June across 41 pubs in
Norwich. From barbecues to "meet the brewer" evenings, live gigs to pub
quizzes there is a vibrant calendar of events with something for everyone.
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Real Ale drinking habits
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17
Nearly three quarters of the people we spoke to are regular real ale drinkers
Q: Broadly speaking, how often do you usually drink real ale?
19
Daily
35
2-3 times a week
Regular ale
drinkers –
74%
19
Once a week
9
Once a month
Occasional ale
drinkers – 12%
3
Once every 2-3 months
2
2
Once every 6 months
Once a year or less
11
Never
0
Base: 234 – all respondents; Single response
10
Irregular ale
drinkers – 15%
20
%
30
40
Impact of City of Ale on pub visiting/drinking habits

The NCoA has clearly had an impact on the behaviour of the people we spoke to, with
almost half the sample saying they had been (or would be) visiting more pubs or drinking
more real ale between 23rd May and 2nd June because of the City of Ale
Q: Between 23rd May and 2nd June have you been, or will you be…
Less
...visiting more pubs in Norwich
than usual because of the Norwich
City of Ale festival?
...drinking more real ale in Norwich
than usual because of the Norwich 1
City of Ale festival?
0%
Base: 234 – all respondents; Single response
20%
The same
More
56
44
56
43
40%
60%
80%
100%
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Impact on Real Ale drinking habits
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Around half of regular and occasional real ale drinkers said that they had, or would be,
drinking more real ale in Norwich than usual because of the NCoA festival
Q: Broadly speaking, how often do you usually drink real ale?
Vs.
Q: Between 23rd May and 2nd June have you been, or will you be drinking more real ale
in Norwich than usual because of the City of Ale festival
Less
Regular ale drinkers (N=172)
49
Occasional ale drinkers (N=27)
0
More
51
52
Irregular ale drinkers (N=35) 3
Base: 234 – all respondents; Single response
The same
48
94
50
%
3
100
Rating of City of Ale Experience
20
Of those who gave an opinion, 89% rated their experience of the City of Ale as being
‘Good’ or ‘Excellent’
 This rises to 98% amongst those who visited the pub specifically for NCoA

Q: How would you rate your experience of the City of Ale festival on the following scale?
1
11
48
41
Excellent
Good
Neither good nor poor
Poor
Very poor
Mean = 4.4 out of 5
Base: 174 – all respondents who gave a rating; Single response
Positives about City of Ale
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Some of the key themes emerging as perceived positives…
Q: What do you think are the best things about the Norwich City of Ale festival?
 Promoting real ales / trying new ales
 Promoting the pubs / encouraging people to try NEW pubs
 Variety of real ales available
 More vibrant pubs / atmosphere / bringing people together
 Promoting Norwich / good for tourism
 Highlighting / encouraging local breweries
 Ale trail / pub crawl
Base: 234 – all respondents; Open response
21
What could be improved about City of Ale
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Some of the key themes emerging as suggested improvements for City of Ale 2014…
Q: What, if anything, could be improved about the City of Ale festival in the future?
More advertising / promotion / advanced publicity
Guide to what ales each pub is serving
Last longer than 10 days (too many pubs to fit in)
Cheaper ales
More pubs quizzes
More samples
Don’t coincide with half term
Base: 234 – all respondents; Open response
Loyalty cards
Learning about real ale
Transport/minibus
Favourite ‘New Beer’ of the festival so far
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Lacons’ ales come out on top in terms of the number of mentions of ‘favourite new beer’
tried at City of Ale 2013; ‘Affinity’ was the most frequently mentioned ale
Q: What has been your favourite NEW beer so far that you hadn’t tried before this City of Ale festival?
Lacons
Adnams
Woodfordes
Fat Cat
Humpty Dumpty
Golden Triangle
Grain
Oakham
Beeston
Tipples
Red Fox
Oldershaw
Chalk Hill
Buffy's
Murderers
Brancaster
Base: 234 – all respondents; Open response
4
4
4
3
3
2
2
6
6
6
6
9
13
12
12
16
0
10
20
No. of each brewery’s beers mentioned
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mentions
Summary: pub visitors
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

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Overall, 1 in 4 pub visitors were at the pub that day specifically for NCoA
The majority of those visiting specifically for NCoA are male (around 1 in 7 are female)
The core age profile of those visiting specifically for NCoA is 25-64
As might be expected, people visiting NCoA are most likely to be from Norwich; however, of the
56 people specifically visiting for NCoA, 1 in 3 were from outside Norfolk
Over three quarters (77%) of people we spoke to in the pubs were aware of NCoA
Newspaper articles, word of mouth and posters have been the most successful means of
spreading the word
Almost half the sample said they had, or would be, both visiting more pubs and/or drinking more
real ale than usual over the NCoA period
Almost half of regular and occasional real ale drinkers said they would be drinking more real ale
than usual over the NCoA period
9 out of 10 people rated their experience of NCoA as ‘good’ or ‘excellent’; 98% of those who
visited specifically for NCoA rated their experience as ‘good’ or ‘excellent’
The objectives of NCoA are being well-received – pub-goers appreciate the promotion of (an
impact on) real ale, the pubs, local breweries and Norwich and like the variety of beers available
The key suggested improvement is actually a positive – promote the festival more
Lacons is being welcomed back, with Affinity receiving the most mentions for ‘favourite new
beer tried so far’ and with the brewery receiving the most mentions overall
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PART 2:
BREWERY AND PUBLICAN FEEDBACK
Methodology: publicans and brewers

33 self-completion surveys
 25 Publicans
 12 Brewers
 (N.B. a small number completed as both a Publican and a Brewer)

Using a brief structured questionnaire
 Predominantly closed questions
 Fieldwork conducted in June/July 2013

Questionnaire written and distributed by Norwich City of Ale
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27
Overall experience
Was it enjoyable?
(Publicans and brewers)
28
ALL publicans and brewers said they enjoyed taking part in NCoA 2013
 Publicans appear to have enjoyed the festival slightly more than brewers

Q: I enjoyed taking part in Norwich City of Ale 2013
No reply / don't know
Strongly disagree
Overall (N=33)
45
Publicans (N=25)
20
Strongly agree
60
58
0
Agree
55
40
Brewers (N=12)
Base: all respondents; Single response
Disagree
42
40
60
%
80
100
Was Norwich City of Ale 2013 considered a success?
(Publicans and brewers)
29
Overall, 91% agreed that Norwich City of Ale 2013 was a success for them
 Publicans agreed the strongest (40% strongly agreed compared to 25% of brewers)

Q: Norwich City of Ale 2013 was a success for my pub/brewery
No reply / don't know
Overall (N=33)
Publicans (N=25)
Strongly disagree
6 3
58
4 4
Brewers (N=12)
0
Base: all respondents; Single response
Strongly agree
“City of ale 2013 was
a huge success for
ourselves and others
we have spoken to”
(Publican)
40
67
20
Agree
33
52
8
Disagree
25
40
60
%
80
100
30
Financial outcomes
Increase in revenue?
(Publicans and brewers)
31
80% of publicans and 50% of brewers confirmed that they saw an increase in takings
 Of those seeing an increase in takings, publicans were much more likely to see an increase
of over 10% compared to brewers who typically witnessed a smaller change

Q: Please indicate % increase in takings /
turnover
Q: Takings were / turnover was up compared
with the same period last year
No reply / don't know
Overall (N=33)
18
Disagree
12
Brewers (N=6)
45
0 - 10%
69
Publicans (N=25) 4 16
Publicans (N=20)
Agree
40
10 - 25%
15
17
25 - 50%
80
83
50 - 75%
Brewers (N=12)
42
0
20
Base: all respondents; Single response
8
40 % 60
50
80
75 - 100%
100
0
20
40 % 60
80
100
Base: all respondents who saw a positive outcome; Single response
Increase in beer sales?
(Publicans and brewers)
32
Overall, around three quarters 75% agreed that they sold more beer than usual, although
publicans are more likely to agree (84%) than brewers (50%)
 The percentage increase amongst brewers who saw a change was typically under 10%,
although a third saw a change of between 10% and 25%

Q: I sold more beer (than I usually would)
during Norwich City of Ale 2013
No reply / don't know
Disagree
Overall (N=33) 3 21
Publicans (N=25)
Brewers (N=12)
Brewers (N=6)
Agree
0 - 10%
75
16
Q: Please indicate % increase in sales
(Brewers only)
67
10 - 25%
33
25 - 50%
84
50 - 75%
8
0
42
20
50
40 % 60
Base: all respondents; Single response
80
75 - 100%
100
0
20
40 % 60
80
Base: all brewers who saw a positive outcome; Single response
The Brewer’s Market & selling to new pubs
(Brewers only)
33
Although two-thirds did not comment on the Brewer’s Market, those who gave an answer
agreed that it was a success for their business
 Over half (58%) agreed that they sold their beer to new pubs, although a third (33%) disagreed

Q: The Brewer’s Market was a success for my
business
33%
67%
Strongly agree
Agree
Base: 12, all breweries; Single response
Q: I sold beer into pubs I don’t normally deal
with
“It was really nice to
personally meet brewers that I
hadn’t come into contact with
before, I think the publicanbrewer socialising is really
worthwhile and I’m sure it
goes a long way to boosting
sales of local ale in the long
term” (Publican)
Disagree
Strongly disagree
8%
8%
33%
50%
No reply / don't know
Increase in firkin sales?
(Publicans only)
Of the 16 publicans who gave
an answer, the vast majority
(N=13) saw an increase in sales

On average this was an
increase of seven extra firkins,
although one publican reported
extra sales of 24 firkins
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
Only three giving an answer
reported seeing no change to
the number of firkins sold
No publican reported selling
fewer firkins
Q: Please indicate approximate total number of firkins sold
during Norwich City of Ale 2013 and during a comparable 10
day period (NOT) during City of Ale
24
15
12
10
7
6
5
3
2
1
No change
No reply
1
1
Increase in number of
firkins sold

34
2
1
1
2
1
1
1
3
•
Mean average
increase: +7
•
Range of
increases: +1 to +24
9
0
Base: 25, all publicans; Single response
Positive
outcome: 52%
2
5
10
15
20
Number of publicans
25
35
Increasing footfall
Increase in footfall?
(Publicans only)
36
The vast majority of publicans (88%) saw an increase in footfall
 Where seen, the increase in footfall was typically between 10-25%

Q: Footfall in my pub increase during
Norwich City of Ale 2013
Q: Please indicate % increase in footfall
4%
“We saw no
increase in trade
during the week,
in fact had to
cancel events,
but we were well
supported at
weekends”
(Publican)
0 - 10%
8%
32
10 - 25%
64
25 - 50%
88%
Agree
Disagree
No reply / don't know
Base: 25, all publicans; Single response
5
50 - 75%
Publicans
(N=22)
75 - 100%
0
20 % 40
60
80
Base: 22, all publicans seeing a positive outcome; Single response
More new faces and visitors from out of the region?
(Publicans only)

The festival appears to have attracted new visitors with 88% of publicans saying they saw
more new faces than usual, and 84% reporting more people from out of the region
Q: I saw more new faces in my pub during
Norwich City of Ale than at other times
4%
8%
20%
Q: I noticed more visitors in my pub from
out of the region this year
8%
“It was really good
to see new
customers that
wouldn’t normally
think to come
here” (Publican)
8%
68%
Strongly agree
24%
60%
Agree
Base: 25, all publicans; Single response
Disagree
Strongly disagree
No reply / don't know
37
Ale trail worked?
(Publicans only)

38
The ale trail was considered to have
worked well in getting people to try
new pubs, with the lapel pins proving
to be a good incentive
Q: The ale trail worked well in getting people into
pubs they wouldn’t usually visit
“The lapel pins
worked well to
get people doing
the trails”
(Publican and
Brewer)
Strongly agree
Disagree
No reply / don't know
48%
52%
Agree
Strongly disagree
Base: 25, all publicans; Single response
More people collecting ale stamps?
(Publicans only)
39
Just over three quarters of publicans (76%) say that they noticed more people
collecting Norwich City of Ale stamps this year compared to previous years
 Only one fifth (20%) did not notice this

Q: I noticed more people collecting Norwich City of Ale stamps this year
76%
TRAIL
STAMPS
20%
   
24%
52%
20%
0%
Strongly agree
Agree
Disagree
Strongly disagree
Base: 25, all publicans; Single response
?
4%
No reply
40
Individual preparations for the festival
Stocking more and ordering different beers?
(Publicans only)

41
Of those giving an answer, the majority said they both stocked more beers than usual and
ordered different beers for Norwich City of Ale 2013
Q: I stocked more beers than usual during
Norwich City of Ale 2013
Q: I ordered different beers to my regular
stock for Norwich City of Ale 2013
16%
16%
48%
28%
“It's great to be able
to use some smaller
brewers we wouldn't
normally get the
chance to sample”
(Publican)
52%
8%
8%
Strongly agree
24%
Agree
Base: 25, all publicans; Single response
Disagree
Strongly disagree
No reply / don't know
Brewing more beers? Beer a fair payment?
(Brewers only)
42
Two thirds (66%) did not brew more beers than usual during the festival, with the majority
of the rest not giving an answer
 However, the donation of beer was generally considered to be a fair payment, although
one brewer was concerned that other breweries may not have given their ale

Q: I brewed more beers than usual during
Norwich City of Ale 2013
Q: I felt the donation of beer was a fair payment
8% 8%
8%
25%
8%
58%
“Did all brewers
donate beer? It
didn’t seem like it.
If it’s a condition of
involvement then
all should supply
ale” (Brewer)
83%
Strongly agree
Agree
Base: 12, all brewers; Single response
Disagree
Strongly disagree
No reply / don't know
Running more events?
(Publicans and brewers)
43
Overall there was a mixed response in terms of whether they ran an event, with 42%
agreeing and the same proportion disagreeing
 A third of brewers did not give an answer

Q: I ran more events than usual during Norwich City of Ale 2013
No reply / don't know
Strongly disagree
Overall (N=33)
Publicans (N=25)
15
39
4 4
Brewers (N=12)
20
Agree
36
44
33
0
Base: all respondents; Single response
3
Disagree
6
40
8
17
40
8
42
60
%
Strongly agree
80
100
44
Organisational aspects
Well organised?
(Publicans and brewers)
45
The vast majority thought that Norwich City of Ale 2013 was well organised, with
organisers being praised for their positive thinking and commitment
 Only one (a publican) disagreed that the event was well organised, although they did not
give an indication as to why

Q: I thought Norwich City of Ale 2013 was well organised
No reply / don't know
Strongly disagree
Disagree
Overall (N=33)
3
39
58
Publicans (N=25)
4
36
60
42
58
Brewers (N=12)
0
Base: all respondents; Single response
20
40
60
%
Agree
Strongly agree
“The people’s can do
ethos, organisation and
passion for the event
and its success (was)
incredibly refreshing”
(Brewer)
80
100
Enough publicity?
(Publicans and brewers)
46
The vast majority (97%) thought that this year’s festival was well publicised
 All publicans agreed with the statement, although there was a suggestion that social media
could be better utilised in the future and that events could be promoted more heavily

Q: I thought Norwich City of Ale 2013 was well publicised
No reply / don't know
Overall (N=33) 3
Publicans (N=25)
Strongly disagree
42
Brewers (N=12)
8
0
50
40
60
%
Base: all respondents; Single response
Strongly agree
56
42
20
Agree
“The publicity and noise generated exceeded
our expectations ” (Brewer)
55
44
Disagree
80
100
“More advertising before
the event and better use of
social media, e.g. Facebook
and Twitter” (Publican)
“More
advertising for
pub events”
(Publican)
Enough copies of the programme?
(Publicans only)

Nearly all publicans said that they had enough copies of the 2013 programme
Q: I had enough copies of the Norwich City of Ale
2013 Programme
“Far, far too
many”
(Publican)
4%
40%
“They seemed
to get wasted”
(Publican)
Strongly agree
Disagree
No reply / don't know
56%
Agree
Strongly disagree
Base: 25, all publicans; Single response
47
48
Future outcomes and thoughts for 2014
Expect to gain more future business as a result?
(Publicans and brewers)

Overall, just over fourth-fifths (82%) expect to gain more future business as a result of
participating in Norwich City of Ale 2013
Q: I expect to get more future business as a result of Norwich City of Ale 2013
No reply / don't know
Strongly disagree
Overall (N=33)
6
Publicans (N=25)
4
Brewers (N=12)
8
0
Base: all respondents; Single response
Disagree
12
Agree
61
12
21
60
24
17
20
Strongly agree
67
40
60
%
8
80
100
49
Like to take part in 2014?
(Publicans and brewers)
50
All but one would like to take part in Norwich City of Ale next year, with the majority of
these feeling strongly about this
 The brewer who did not agree appears to have done so only because they will not be based
in Norwich this time next year

Q: I would like to be a part of Norwich City of Ale 2014
No reply / don't know
“We will be moving brewing
operations back to Lincolnshire
next year so will rule ourselves
out of City Of Ale” (Brewer)
“(We) would love to be
considered to work with the
festival in 2014” (Brewer)
Base: all respondents; Single response
Strongly disagree
Disagree
Overall (N=33) 3
Publicans (N=25)
Agree
33
64
28
Brewers (N=12)
72
8
0
Strongly agree
42
20
50
40
60
%
80
100
2014 to focus exclusively on local beers?
(Publicans and brewers)

51
The majority (85%) agree that the festival should keep its focus on local beers, with just
over half (52%) feeling strongly about this
Q: Norwich City of Ale 2014 should continue to focus exclusively on local beers
No reply / don't know
Strongly disagree
Overall (N=33)
3
12
Publicans (N=25)
4
8
Brewers (N=12)
Base: all respondents; Single response
33
Strongly agree
52
33
20
Agree
52
36
17
0
Disagree
50
40
60
%
80
100
Suggestions for the future
(Publicans and brewers)
52
Q: How could Norwich City of Ale be improved in the future?
Increasing the scale of the festival
Focussing on the unique aspects and branding
“Longer time period for event as too many pubs to
get around in a short space of time, leaves some
outer city pubs less likely to be visited and not
enough time to be spent in each pub” (Publican)
“There needs to be an offering / something
unique for those that drink local ales all the
time anyway” (Publican)
“Having a higher
percentage of Norwich
pubs actively involved”
(Brewer)
“Features and focus
on breweries, as
well as pubs”
(Brewer)
“Perhaps the length of the ale trail could be
increased as a few people commented it wasn’t long
enough” (Publican)
Base: all respondents; unprompted, multicode
“Brewers producing beers especially for the
event” (Publican)
“More variety of prizes
for completing different
trails, not just badges”
(Publican)
“Logo on
merchandise
would be good”
(Publican)
53
Summary
Summary: publicans and brewers








54
Overall success and enjoyment of the festival was widespread amongst both publicans and brewers
 However, success in most areas appears to have been slightly higher amongst publicans
The majority of both publicans and brewers saw a notable increase in revenue:
 For publicans this was from increased drink sales (averaging an extra 7 firkins over the period)
 For brewers this was mainly through increased demand for beer and selling to new pubs
Footfall rose for the majority of publicans; typically by between 10-25%
 Seeing new faces and more visitors from out of region was widespread
 The Ale Trail was universally considered to have helped bring new customers in, while increased
use of ale stamps was witnessed by three-quarters of publicans
When preparing for the festival:
 Publicans agreed that they stocked more and different types of beer than usual
 However, the majority of brewers did not actually brew more beers during the event
 Around two-fifths of brewers ran more events, with nearly half of publicans doing so
Brewers felt that the donation of beer was a fair payment
The vast majority felt that Norwich City of Ale 2013 was well organised
 Publicity was felt to have been suitable, with enough copies of the programme being distributed to
publicans
The majority expect the festival to benefit their business in the future
Interest in the 2014 festival is very high, with most agreeing that it should focus exclusively on local beers
55