Poll shows rise in ale drinking

Almost half of the UK's drinkers are drinking more real ale than they were a year ago, according to new research.

The survey of consumers, conducted by Dorset family brewer Hall & Woodhouse, found 48 per cent of all drinkers and 46 per cent of 18 to 24-year-olds are drinking more cask ale than they were last year.

It also found that over half of 18 to 24-year-olds say they are new to the cask ale market but, having tried it, like it.

The findings were unveiled at the start of Real Beer Week which ran until October 6 and was aimed at promoting the merits of drinking cask ale - especially to younger drinkers.

The results are promising in light of recent efforts by many brewers to tackle a reported decline in the cask ale market by updating its image.

Three independent breweries in the East Midlands were among those that joined forces to celebrate Real Beer Week.

Hardys and Hansons, Batemans, and Everards launched the week-long celebration at Hardys' famous Trip to Jerusalem pub in Nottingham.

With a combined total of almost 500 pubs, the brewers ran promotions ranging from a scratchcard offering Bateman's drinkers the chance to win bottled beers, a four pints for the price of three offer in Hardys and Hansons pubs, and free sampling across the Everards estate.

Tim Bonham, managing director of Hardys and Hansons, said: "Takeovers and mergers have reduced customer choice but the tide is turning. New customers are discovering real beer."

Paul Nunny, director of Cask Marque, said: "It is good for consumers to be able to support something that is unique to the British pub. In most cases they also have the chance to support their local brewery since cask ale is a regional product."

Real Beer Week is promoted by the Independent Family Brewers of Britain (IFBB) whose members produce just five per cent of the UK's total beer output, but half of all cask ales.

IFBB chairman Sir Anthony Fuller said: "To ensure real beer is still around in years to come it is important to extend our customer base."

Dorset family brewer Hall & Woodhouse surveyed 276 men and women aged 18 to 50 for Real Beer Week.

The findings show:

• 48 per cent of all drinkers and 46 per cent of 18 to 24-year-olds are drinking more cask ale than last year
• 32 per cent of all drinkers, and 53 per cent of 18 to 24-year-olds, say they are new to cask ales, and having tried it, like it
• 51 per cent have increased consumption of cask ale thanks to greater choice in the category
• 23 per cent of women said greater choice of lighter styles is a motivation to try cask ale.