Oakham Ales, the East Midlands based brewer, has nearly 200 pubs signed up to its ‘Oakademy of Excellence’, reports the Morning Post.
Pubs who want to be members of the academy have to pass a beer quality test, organised by Oakham Ales. If an outlet receives an accreditation it entitles the publican to membership benefits that include access to ‘limited edition’ ales.It also gives them access to branded glassware, tailored point-of-sale merchandise and promotion via the Oakham Ales website.
Nigel Barker. licensee of the Wellington, Birmingham said: “As one of Birmingham’s premier real-ale pubs we are proud to sell Oakham ales on a regular basis. Being part of the ‘Oakademy of Excellence’ also gives us the opportunity to stock one-off specials as well as their Citra, which is one of our best-selling regular ales.”
Adrian Posnett, managing director of Oakham Ales said: “We don’t have the luxury of a large retail estate to stock our beers on a permanent basis. The success of the ‘Oakademy of Excellence’ means that we are now developing the distribution and profile for our beers to compete with those that do, enabling us to punch far above our weight.”
The academy was established in late 2009 and membership has more than doubled during its second year.
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