GBBF brewers hope to capitalise on cask success

Brewers will this week attempt to attract more consumers into the burgeoning cask ale category at the Great British Beer Festival (GBBF).

The event at London's Earls Court begins with a trade-only day on Tuesday, August 4, and ends on Saturday, August 8.

Organiser the Campaign for Real Ale (CAMRA) is hoping it can capitalise on new figures showing cask ale continuing to out-perform the overall beer market.

Nielsen's annual report into the ale market, released last week, shows cask down 3.3 per cent year-on-year, while overall beer sales are down 7.7 per cent, and predicts cask will actually return to growth in 2010 or 2011.

Twenty young drinkers aged between 18 and 24 have won a place on a tasting tour on August 5 organised by CAMRA as a response to research showing less than a third of alcohol drinkers in this age bracket have tried real ale.

The successful applicants were required to write in, explaining in 20 words or fewer why they deserved a place on the tour. CAMRA will also be championing the merits of gluten free, vegan, vegetarian, organic and coeliac-friendly beers at a stand titled Bar UnusuALE.

The Society of Independent Brewers (SIBA) is hoping to raise the profile of microbrewers at its bar by featuring eight winning beers from the organisation's own competition pitting its members' produce against each other in a taste-off.

Brewers proud to be exhibiting include Jersey Brewery, and Lymestone, of Stone, Staffordshire. Following Jersey Brewery's acquisition by the Liberation Group last year, this is the first time in 10 years that its beers have been available at the GBBF.

Lymestone is hailing its selection as recognition of its resurrection of brewing in Stone. Despite a history of brewing in the town dating back around 1,000 years, there had been no brewery in Stone since the 1970s until Lymestone opened in 2008.