Don't duck out on cask ale

Psychologists maintain that a positive mental attitude can help transcend many of

life's troubles.

And the leading lights of the brewing world, gathered in London last week for the MA's real-ale seminar, certainly embraced this thinking. Encouraging summer sales, changes in consumer behaviour, pubco buyers taking an active interest in ale - the ducks have never lined up so favourably.

Excitement at the giant leap made by the industry to collaborate on unified research, out last week, is tangible too. The emergence of The Intelligent Choice report is a milestone in efforts to propel the market forward and bring it back into growth. Its findings stimulated much debate, which our coverage in this week's issue elaborates on.

While it's great that this vital marker has been drawn in the sand, beaming out the kind of positive story Max Clifford would be proud of, this is where the hard work starts.

Cask is fortunate to have a number of passionate custodians, experimenting with innovation while upholding the traditions ingrained in the culture surrounding it. Now these brewers - and others - must act to face the challenges the report uncovers.

It sounds obvious, but so often this is the point when everyone returns to their desks and hopes that someone, somewhere else comes up with solutions.

The financial argument laid out in the report for stocking ale is compelling and as pubs start to engage with ale, brewers need to show how bold they can be.

A sense that they are willing to do things differently will encourage pubs to treat ale differently too. There's so much good work being done - ground-breaking sports tie-ups, hikes in quality, attempts to drive prices up and the like.

Harnessing the goodwill that's being fostered is going to take more than positive thinking, it's time for even more action.