Could cask ale be the lifeline?

Cask ale might just be the lifeline that could save your pub's sales, according to latest statistics.

Research by Nielsen indicates that while beer volumes to the end of last year were down more than nine per cent, cask ale was down by just five per cent.

The statistics will form part of The Intelligent Choice Report​ - the cask ale report backed by brewers and consumers, which is due to published in September.

Research in the report also shows that one national pub company saw sales growth of 14 per cent in pubs with a Cask Marque Award, while those without saw a decline of 2.5 per cent.

Pete Brown, The Intelligent Choice​ author and Publican​ columnist, said: "It would be foolish to claim that cask ale is the panacea to all the pub trade's current ills, but there is compelling evidence to suggest it may alleviate some of them.

"Pubs that serve good cask ale are closing at a slower rate than those that don't, and many pubs that have reinstated cask ale - and then ensured it is well-kept and well-promoted - are now thriving."

The report also reveals that cask ales' share of the on-trade beer category is 44 per cent compared to 39 per cent three years ago.

Licensees have also been keen to stress how cask ale has helped their businesses.

Steve Herbert is licensee of the Old Spot, Dursley, which won the Campaign for Real Ale Pub of the Year Award in 2007.

He said: "Without cask ale, The Old Spot would have closed years ago. Cask ale in The Old Spot isn't just a drink. It's what our customers talk about, it brings them together."

For more information about the Intelligent Choice Report ​visit www.caskalereport.com​