Cask ale can rescue pubs
Cask ale is coming to the rescue of the British pub, experiencing strong sales while other categories slump.
That's according to the cross-industry Intelligent Choice Report, which shows real ale sales fell just 0.3% in volume in the past year, compared to an 8% fall in beer overall.
Regional and local brews are performing even better, with a growth in value of 1.8% in the year to May 2008.
Report author Pete Brown said: "The report shows how Britain's national drink is really helping landlords and landladies keep business — and even grow it — in challenging times.
"It gives a real point of difference for pubs over supermarkets. You can't buy pub atmosphere in a shop and neither can you buy cask beer. Great quality cask ale is one of the key elements to keep attracting people into their locals. It's a massive reason to visit."
Young drinkers
The report shows that unlike in the past, cask ale drinkers are now relatively upmarket and affluent and more than twice as likely to earn above the national average wage.
Brown added: "Drinkers aged between 25 and 44 are the most significant new recruits to cask ale.
"Our research shows 65% of UK drinkers have never tried it but among those who do sample it, 40% actually convert and broaden their repertoire of drinks to include cask ale.
"At a time when the brewing industry is having to deal with so much — from spiralling raw material and utility costs to massive tax increases on a pint of beer — you might think that global lager brands with a big marketing spend would be weathering the storm much better.
"But it is actually cask ale with its inherent quality, its freshness and uniqueness which is coming out on top."
The report says consumers are increasingly looking for the quality associated with cask ale, "more than a mass produced pint".
And in uncertain economic times, people also look to tradition and heritage as symbols of continuity and stability, the report adds.
National drink
Investment in marketing is also given a reason for cask ale's performance.
Brown added: "Cask ale is to Britain what wine is to France and there is a new sense of celebrating our national drink.
"There are some great sponsorship deals from some of the major cask producers including England Rugby by Greene King IPA, English Heritage by Wells Bombardier, England Cricket by Marston's and the London Marathon by London Pride.
"From prime time TV shows which celebrate Britain and the British to the recent success of our Olympians, the country is enjoying a renaissance in national pride. Cask beer is the deserving beneficiary."
The Intelligent Choice Report is backed by trade groups Why Handpull Group, the Independent Family Brewers of Britain, the Society of Independent Brewers, the Campaign for Real Ale and Cask Marque.
• You can download the full report here.
