Wroxham & Coltishall

East Anglian Ale Trail undergoes digital facelift

Just Regional
Jun 19, 2015 4 mins read

An East Anglian Ale Trail of over 500 pubs and beer festivals has gone digital to mark its 10th anniversary.

Thought to be the largest brewery-organised trail in the UK, the Woodforde’s biennial Ale Trail runs from 21st June to 30th September 2015 and takes in pubs across its home county of Norfolk as well as Suffolk, Cambridge, Essex, Hertfordshire, Kent, Peterborough and parts of London.

The Ale Trail first came about to encourage real ale drinkers to visit pubs and to identify new watering holes to explore across the summer. While 10 years on the objective remains the same, the 2015 Trail introduces the added benefit of an app for those who prefer to access information digitally.

Rupert Farquharson, managing director of Woodforde’s comments: “The Ale Trail is a very special promotion as it raises the profile of great real ale pubs, reflects the growing popularity of real ale and delivers a fantastic customer experience. Encouraging customers to enjoy real ale and support their local pubs is, in many ways, at the centre of what our business tries to do.

“The added benefit this year is that we’ve introduced the app which enables trail-goers to tailor the way in which they research or locate pubs, based on factors like location or facilities.

“The app makes it much easier for consumers to interact with pubs in ‘real time’, be it via social media or getting travel directions to the front door. Celebrating, enjoying and supporting great real ale pubs is at the heart of it.”

Hundreds of real ale establishments across East Anglia and into London take part in the Ale Trail. Many expect to see a boost in visitor numbers thanks to the activity. It is hoped that the app will attract new audiences and make visiting and talking about great real ale pubs even easier.

Christine Malcolm, General Manager at the Maids Head in Norwich said: “Combining an app with the guide book is an excellent development for the Ale Trail. We are looking forward to visitors finding their way to our historic Maids Head Bar using the latest digital technology.”

Mel Cook, PR Manager for Visit Norwich comments: “Tourists look for new experiences, something they won’t get at home, and the Woodforde’s Ale Trail offers just that. Whether you are a serious ale drinker or a new ale drinker the trail will inform, educate and lead visitors north, south, east and west across Norfolk meaning not only will they enjoy a comforting pint in a great pub they will also see a lot of our beautiful county.”

As before, trail-goers will collect stickers for Woodforde’s pints purchased in each Trail pub visited (one per pub). The more stickers collected, the bigger and better the prizes from the Norfolk brewery; from a limited edition t-shirt to bottles and boxes of beer.

Stickers can be collected up to and including 30th September 2015. Prizes must be redeemed by 31st October 2015. As well as the app, printed Pub Guides will also be available.

For more information visit woodfordesaletrail.co.uk. The app is free and is available to download from Apple and Android App Stores.

Rupert Farquharson, managing director at Woodforde’s (centre, with app) celebrates the launch of the Ale Trail with some of the participating pubs plus local representatives. The launch photos were taken at the Maids Head in Norwich, thought to be the oldest site of continuous hospitality in the UK.

Rupert Farquharson, managing director at Woodforde’s (centre, with app) celebrates the launch of the Ale Trail with some of the participating pubs plus local representatives. The launch photos were taken at the Maids Head in Norwich, thought to be the oldest site of continuous hospitality in the UK.

Rupert Farquharson, managing director at Woodforde’s with the new Ale Trail app.

Rupert Farquharson, managing director at Woodforde’s with the new Ale Trail app.

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