The study identified that there are primarily two key consumers for the sector: the younger and infrequent drinker, part
of the category named as the ‘triallists’.
There is also the frequent, older, more experienced drinker, who is likely to have grown into the category over time — part of the group called the ‘loyalists’.
According to the brewer, the ‘triallist’ is often a 25 to 34-year-old man who is “mainly an off-trade lager drinker,” with “low or no cask category confidence”.
He occasionally drinks cask ale when either at a cask-ale festival, on a night out with an ale-drinking group of friends, or when recognising brands.
In contrast, the ‘loyalist’ is aged 35 to 50-plus and, despite also being predominantly male, is a regular weekly pub visitor and session drinker who has a confident knowledge of cask ale.
The ‘loyalist’ takes “delight in finding something new and trying the unexpected, but will regularly settle for old favourites”.
The ‘loyalist’ cask-ale drinker has “high category confidence”, according to the research.
The study also revealed that “65% drink cask ale due to its flavour and taste”.
