Cask

Cask

The Morning Advertiser launched The Cask Project in a bid to re-energise the category and reinstall it in pride of place on the bar of pubs throughout the country.

Cask beer is in long-time decline and, having joined forces with some of the UK’s leading cask beer suppliers – Greene King and St Austell – we want to reinvigorate attitudes within the trade to a product which should be rightly cherished by operators.

Cask beer is a unique product that can only be replicated successfully within pubs but the perception of cask, particularly among younger drinkers, is that it is made and loved only by an ageing male population.

We want to create a real buzz about cask to get pub owners, operators, general managers, bartenders and all pub staff on board and debunk the myths surrounding the drink and educate them on how to make cask work for their business. And by doing this, we can pass on that knowledge, care and skill into cask beer at the bar for customers to get excited about too.

Tradition and innovation both key to cask ale success

THE CASK PROJECT

How Hook Norton is shaking off cask's 'unsexy' image

By Rebecca Weller

Innovation and tradition must sit side by side to shake off cask’s “unsexy” image, Hook Norton managing director James Clarke told The Morning Advertiser (MA).

Answers to questions during the Cask webinar

THE CASK PROJECT

Your burning Cask Webinar questions answered

By Gary Lloyd

The recent Cask Webinar from The Morning Advertiser threw up some extra questions that were not answered on air – but our expert panel members have given us the answers right here.

Georgina Young St Austell opinion on cask ale week

OPINION

OPINION: Get down the pub for a cask beer or two

By Georgina Young, brewing director and head brewer, St Austell Brewery

Cask beer is our national drink. It deserves celebration for its ability to be any kind of beer you could possibly want to create and so much care goes into its production.

Greene King celebrates a year of pins during cask ale week

THE CASK PROJECT

GK celebrates a year of pins for cask pubs

By Gary Lloyd

As the on-trade continues to celebrate Cask Ale Week, Greene King is championing a successful year since the introduction of the 4.5-gallon cask ‘pin’ to its customers.

Sharp's launches Orange Haze beer for Cask Ale Week

THE CASK PROJECT

Sharp’s launches Orange Haze for Cask Ale Week

By Gary Lloyd

Sharp’s Brewery has launched a limited-edition beer called Orange Haze to celebrate Cask Ale Week, which runs between Thursday 19 September and Sunday 29 September.

Greene King survey shows cask not for old men only

THE CASK PROJECT

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

By Gary Lloyd

Research from Greene King has shown seven in 10 (72%) people’s perceptions of cask beer has improved over time – and half believe the idea of it being a drink for old men as a false image.

Cask Ale Week begins 19 September 2024 Cheshire Cat

THE CASK PROJECT

Cask Ale Week kicks off at Cheshire Cat

By Gary Lloyd

Pubs are beginning Cask Ale Week today (Thursday 19 September) and one that will certainly be at the forefront is the Fitzherbert Arms in Swynnerton, Staffordshire.

St Austell puts cask at centre of London Craft Beer Festival

THE CASK PROJECT

St Austell to put cask at heart of craft beer festival

By Gary Lloyd

South-west based St Austell Brewery is backing cask ale by putting its flagship Proper Job IPA front and centre at London Craft Beer Festival this weekend (Friday and Saturday 9-10 August).

St Austell launches Summer Sun cask beer to help RNLI

THE CASK PROJECT

St Austell launches Summer Sun ale to support RNLI

By Gary Lloyd

South-west England brewer and pub operator St Austell Brewery has joined forces with the Royal National Lifeboat Institution (RNLI) in its 200th anniversary year to launch a cask beer.

Pete Brown on Marston's selling last 40% of brewing business

THE CASK PROJECT

OPINION: What does Marston’s sale mean for cask?

By Pete Brown, beer author

The announcement last week that Marston’s has sold its 40% stake in Carlsberg Marston’s Brewing Company (CMBC) to its Danish partner for £206m has deepened the gloom around the already beleaguered cask ale category.

Small beer festivals are a chance to help cask ale

THE CASK PROJECT

Can a rise in smaller beer festivals save cask ale?

By James Ramm, head of sales, Woodforde’s

Questions have been raised over the viability of big name beer festivals with the postponement of some of Britain’s biggest – but exciting alternatives for brewers remain in the rise of smaller festivals, writes Woodforde’s head of sales, James Ramm.

Raising awareness: Star & Timothy Taylor joined forces to release collaborative charity brew

THE CASK PROJECT

Star and Timothy Taylor's release charity brew

By Rebecca Weller

Star Pubs, the pub arm of Heineken UK, has joined forces with Timothy Taylor Brewery to introduce a new limited-edition cask ale in a bid to tackle loneliness.

March to victory: Woodforde's relaunches Lion Heart in support of the England football team during the 2024 Euros

THE CASK PROJECT

Woodforde's brings back limited-edition ale for Euros

By Rebecca Weller

Norwich-based Woodforde’s brewery has re-released a limited-edition beer exclusively available to pubs on cask to show support for the Three Lions during the Euros 2024.

Shepherd Neame releases Go For Gold to honour Olympics win

THE CASK PROJECT

Shepherd Neame’s tribute beer to war and sporting hero

By Gary Lloyd

Kent brewer and pub operator Shepherd Neame is releasing a cask beer to commemorate 100 years since Lieutenant General Sir Philip Neame’s gold medal success in the 1924 Paris Olympics.

Joseph Holt to allow brewery tours for first time

THE CASK PROJECT

Joseph Holt to celebrate 175 years with festival

By Gary Lloyd

Northern brewer Joseph Holt is allowing fans of the brand a “once-in-a-lifetime opportunity” to go have a look behind the scenes of its Manchester brewery as part of its inaugural beer festival.

Poll: Are perceptions around cask changing for the better?

THE CASK PROJECT

VOTE NOW: Are perceptions of cask ale changing for the better?

By Rebecca Weller

Independent breweries have been hailed as the “saviours” of the cask category as the segment battles falling sales, but are perceptions of cask changing? Have your say now in the Morning Advertiser's poll.

Joseph Holt teams up with Belle Vue Aces speedway team

THE CASK PROJECT

Joseph Holt on track with speedway team

By Gary Lloyd

Manchester-based brewer and pub operator Joseph Holt has joined forces with speedway team Belle Vue Aces to produce a new beer specifically for sale to racetrack fans.

The Cask Project: St Austell Brewery scoops three awards at SIBA South West Independent Beer Awards 2024

THE CASK PROJECT

St Austell scoops trio of awards

By Rebecca Weller

St Austell Brewery has scooped three silver awards at the Society of Independent Brewers Association (SIBA) South West Independent Beer Awards 2024.

Timothy Taylor's Dewey argues Fresh Ale may help cask sales

THE CASK PROJECT

Fresh Ale could mean more people go for cask

By Gary Lloyd

Despite complaints about ‘Fresh Ale’ being poured through hand-pulls, Timothy Taylor’s Tim Dewey believes if it draws people to the cask category – then it’s not a problem.

Doom and gloom: sector needs to be more positive about cask

THE CASK PROJECT

Bradbury: Cask has seen 'too much doom and gloom'

By Rebecca Weller

Cask beer has been the victim of too many reports of “doom and gloom” during the past couple of years as consumers seek consistency, quality and tradition within the category, according to T&R Theakston managing director Richard Bradbury.

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