The initiative, backed by the leading players in the cask sector, aims to help promote and grow the category for the benefit of all. Cask Matters will give licensees who stock cask — or who may be thinking about stocking it — practical advice and tips on maximising cask ale sales and boosting business in their pubs.
Every month, the section will feature market insight, ‘How to’ guides, frequently asked questions and opinion from leading figures in the cask beer market. A dedicated section of the PMA website will make the content available to a wider audience.
Cask has enjoyed a revival in recent times and continues to outperform the ontrade beer market. Latest figures from the British Beer & Pub Association show that cask has now overtaken keg to have the largest share of the UK draught ale market.
The overwhelming majority of pubs that stock a balanced range of cask beers report increased sales and repeat custom, according to a Cask Marque survey of licensees.
Nigel McNally, managing director at Wells & Young’s, said: “Cask Matters is a fantastic opportunity to work together, share our enthusiasm and encourage trial from new drinkers. With so many of us getting behind the campaign we have the chance to tell a powerful story and bring cask beer to a whole new generation.”
Paul Nunny, executive director of Cask Marque, said: “This is an exciting development. The Cask Report produced annually became the bible for the industry. Now we will receive a monthly focus on the cask category through the PMA, which will be both educational and informative.”
Cask Matters is supported by The Independent Family Brewers of Britain, Adnams, Fuller’s, Caledonian, Cask Marque, Marston’s, The Campaign for Real Ale, Greene King, Wells & Young’s and the Society of Independent Brewers.
The first Cask Matters appeared in 7 June issue of the PMA.