The last year has been a huge challenge for everyone.

The COVID pandemic has caused every company to reassess not only their route to market but also the fundamental issues around product, people, process and priorities. Whilst some businesses have appeared to thrive such as software suppliers, supermarket chains and e-commerce giants, the hospitality sector has hit the hardest. Most pubs have been closed for 8 of the last 12 months which has crushed revenue, trade and livelihoods. Research from BBPA found that in Q2 of 2020, beer sales in the on-trade plummeted by 96%. Given that 95% of Ascot Brewing’s sales were to pubs you can see the size of the problem. We had to pivot quickly and learn fast. To combat declining sales, we devised a number of initiatives, which would keep local customers buying beer while attracting new punters from further afield. Our 50% Xtra voucher scheme was the first initiative. Every time a customer bought a voucher from us, they were given 50% more back than they paid. So if they spent £30, we’d give them £45 back to spend on beer, which could be spent online or in the Taproom once we reopened. One voucher gave back £150 worth of beer. Not bad eh? We promoted the scheme on social media and were covered by the Daily Mirror for supporting beer drinkers loyalty. It was a great success.. Once lockdown restrictions were lifted, we turned to live-events.

We ran one of the very first beers festivals in the world in our repurposed taproom and car park which we called The Socially Distanced. Over the August Bank Holiday, we featured the best of British beer in 20 casks and 20 kegs. Apart from our own Ascot Brewing and Disruption is Brewing beers, we also served the likes of Deya, Wild Beer, Cloudwater, Tiny Rebel and many others. To our huge delight, our very own Battle Royale: Citra Slam single hopped IPA was voted number one beer of the festival. We also ran a sold-out Oktoberfest and Halloween Frightfest events along with many live-music sessions, magic nights and comedy gigs.

Throughout 2020 we won the hearts of hundreds of new customers who continue to buy our beer online and direct from the brewery. They believe in our company ethos and want to be part of our future. With the recent government reopening roadmap, we are hugely excited and are now planning a full calendar of events including Christmas parties everyone missed and a special New Year’s Eve party. We aim to hold these events once our taproom is allowed to open fully after 15th June. From April 12th, friends and family will be able to get together once again and enjoy delicious draft beers and great community experiences outdoors in our Socially Distanced pop-up pub. Our 20 tap rotating Tap Wall will offer a wide range of traditional real ales and hop-forward craft beers, including golden ales, session New England pale ales, dark stouts and fruity sours. There’s something for everyone. Mid May will see the opening of indoors licenced facilities so our 2,500sq.ft Taproom will once again we in use with the rule of six and all social distancing measures in place. We plan on holding more live-music sessions, comedy gigs and many more special events. In mid-June, it should be a full return to operating for us and of course all the pubs we supply. We are counting down the days until we can get back to normal and share great moments with all our guests. Until then, go check out our website www.ascotbrewing.co.uk and check out all fantastic range of beers. It’s free delivery if you live within 15 miles of the brewery and spend over £30. Also, follow us on Facebook and Instagram to keep up to date with everything we’re doing in the build-up to reopening. The whole team here at Ascot Brewing looks forward to welcoming everyone back. Until then, stay safe and stay loyal to local. Cheers Chris Davies