Marketing and Real Ale The growing popularity of real ale highlights the value of a fundamentally good concept. Despite immense pressure from global brands and massive corporations, real ale has survived and is indeed thriving. Lifestyle trends, product quality and market influences have all contributed to its continuing success. Friday 2nd December The Hop finally opened its doors to the people of Sheffield, and what an opening night it was! I was one of the lucky few to attend the launch party the previous night and here’s a quick review… The Hop is a Real Ale bar with

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