All in the best possible taste

August 16, 2007: Losing the smoke from Britain’s pubs is reawakening customers’ taste buds, according to real ale assessor Cask Marque.

Paul Nunny, director of Cask Marque, which has quality checked cask conditioned beer in more than 4,000 pubs, said: “Smoking and a smoky atmosphere are known to affect the sense of taste and smell, but with our pubs now smoke-free a range of new taste experiences await drinkers.

"This is why we are launching a Campaign for Great Taste, urging pubgoers to try cask ale and making certain landlords serve the product to the highest possible standard.

"A recent report shows 25% of people surveyed expect to visit pubs more often following the smoking ban, rising to 32% of 25 to 34 year olds. This potential surge of customers, coupled with the ‘return of the taste bud’, means drinkers will be even more receptive to the unique tastes and aromas of Britain’s large and growing range of cask ales."

Paul's view is backed by academic Dr Steve Smith, principal lecturer at the Faculty of Business, Environment and Society at Coventry University, and lecturer on courses run by the Wine and Spirit Education Trust. He said: “Studies have shown that smoke in the atmosphere affects people’s sense of taste and smell. For this reason smoking is never permitted at wine tastings.

"With the absence of smoke in pubs since the ban, many customers will now be able to fully enjoy tastes and aromas that they haven’t been able to previously – enhancing their experience of food and drink.”

Paul Nunny added: “Beer drinkers have never had it so good. With a greater variety of styles and flavours than ever before, and greater quality control, there has never been a better time to discover cask ale, which is why we encourage all Cask Marque accredited pubs to operate a ‘try before you buy’ scheme.

"But be warned. With a heightened sense of taste there will be no disguising a bad pint, so our message to publicans is clear – pay close attention to how you store and serve your beer.”

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