29 Market Street, Tamworth, B79 7LR
Albion Road, Marden, TN12 9DT
Riviera Centre, Torquay
11-13 April 2025
23 Haltwhistle Road, South Woodham Ferrers, CM3 5ZA
Unit 11, Valley Point Industrial Estate, Beddington Farm Road, Beddington, CR0 4WP
Argyle Place, Love Road, Lowestoft, NR32 2NZ
Spreyton, EX17 5AL
For generations, a handpump on the bar has been a sign of quality. Where cask is well kept, consumers can be sure of a spotless cellar, well-trained bar staff and a commitment to offering the best of UK brewing.
Now, Carlsberg Marston’s Brewing Company – one of the world’s largest brewery conglomerates – has resorted to misleading consumers by hijacking the handpump to serve its “Fresh Ale” product. CMBC says this is “preserving the beloved hand pull ritual that delivers the traditional theatre of serve that ale is famed for”.
CAMRA believes consumers deserve better than CMBC play acting at serving cask – a product they claim to champion while closing breweries and removing cask lines from bars. Our handpump hijack campaign calls on brewers to be proud of all their whole range of beers by serving them in a way that won’t mislead their customers.
One of the factors that makes cask unique is that it doesn’t leave the brewery as a finished product. Instead, the conditioning that completes the brewing process is done at the pub, and relies on the skills, timing and experience of the staff and licensee.
On the other hand, most beers, including lagers, kegged beers, and ‘Fresh Ale’ are ready to drink when they leave the brewery. These beers have a longer shelf life, and can be easier to serve.
Brewers often make both these types of beer, and CAMRA believes they should market them accordingly, so consumers know what they’re getting. ‘Fresh Ale’ is not a cask beer, and hijacking a handpump to sell it as if it was is unfair and misleading to pub-goers.
CAMRA has written to National Trading Standards and Trading Standards Scotland asking for an investigation into the products, and whether the Consumer Protection from Unfair Trading Regulations have been breached. It’s hoped that Trading Standards bodies across Great Britain will take coordinated national action to address this misleading practice.
This is just the start of the campaign. CAMRA will keep the pressure on brewers who are part of this handpump hijack.
So far, CMBC has three beers in their ‘Fresh Ale’ range. They are Wainwright Gold, Wainwright Amber and Hobgoblin IPA. At least one other brewer that has launched a ‘Fresh Ale’ product designed to look like a cask beer at the bar.
Consumers can help by:
If you’re a member, head to our Campaigns Hub to find the campaign toolkit and get involved with calls to end the Handpump Hijack directly.
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