Greene King: cask is not an ‘old man’s drink’

Indeed, younger and diverse generations are embracing the drink – which you can only get at the pub in its truest and best form – and women are driving this change with some three in 10 (30%) regularly enjoying a pint of cask ale.

These findings come as Cask Ale Week begins and runs between Thursday 19 September and Sunday 29 September, and reminds drinkers of the huge variety of beers available from blonde ales to dark stouts and porters.

Another interesting stat showed eight in 10 punters (86%) order the same drink every time they visit the pub and has prompted brewer and pub operator Greene King to encouraged people to step out of their comfort zone during Cask Ale Week and visit their local pub to try something new.

While cask ale drinkers were once commonly seen as niche, this perception is fading as more casual drinkers embrace the drink, according to the Bury St Edmunds-based business.

Nearly half of the UK (48%) believes there is a false perception that cask ales are only enjoyed by ‘older’ people, highlighting the need to shift away from the traditional mindset and get behind the beer.

Taste is most important​

In addition to outlining the changing face of the cask ale drinker, the survey also reveals what pubgoers love most about it. Taste (67%) is the number one reason people love to drink it, followed by the fact it has a pleasant aroma (35%) and is unpretentious (23%).

The data showed Swansea has claimed the title of the UK’s cask ale capital, with almost four in 10 locals (38%) choosing it as their go-to drink at the pub.

More than two thirds of Brits (67%) say having a pint is their favourite pub experience and Greene King believes cask ale offers a unique experience that reflects this tradition in pubs across the UK.

To celebrate Cask Ale Week this year, Greene King has partnered with comedian Travis Jay to tackle some of the common misconceptions people have about cask ale.

The video below shows the actor and comedian busting a series of age-old myths about the traditional drink, highlighting the taste, smell and variety of the flavours.

Unique craftsmanship​

Greene King head brewer Jack Palmer said: “Cask and real ales have traditionally always been considered as a drink for older generations or niche beer enthusiasts but our research clearly suggests that this perception is starting to change, and we aren’t planning to stop that change.

“Greene King is on a mission to encourage more Brits to discover the unique craftsmanship behind cask ales and it’s fantastic to see that people are changing perceptions.

“We encourage everyone to step out of their comfort zones and not only discover but appreciate the unique flavours and heritage that makes cask ale so special.

“For us at Greene King, Cask Ale Week is all about celebrating the incredible diversity and history of cask ale and, this year, we want to see more people than ever visit their local pub to try something different.”

Meanwhile, Greene King is launching Watch Room, a new 4.3% ABV golden ale, which it says is “bursting with juicy, tropical fruit flavours”.

To read more about Watch Room, click here​.