Cask ale: zero to hero in five years

Cask ale has gone from zero to hero in the space of five years with volumes up once again in a declining beer market.

The Cask Ale Report — launched today — claims that cask ale attracted 400,000 new drinkers in 2008, was served up in 3,000 new pubs, while there are more breweries trading than at any time in the past 60 years.

Cask ale recorded a 1% volume growth in the first half of 2009 with its share of the beer market now standing at 13.5% — up from 11% in 2007. There are now 8.5m cask ale drinkers.

Pubs with Cask Marque accreditation for quality ales are closing at around half the industry rate of 52 a week.

A total of 42% of licensees named cask ale as the one drink that is outperforming everything else on the bar.

The report claims that cask ale drinkers visit pubs more often and spend more when they are there — 40% visit at least once a week, compared to 23% of non-cask drinkers. Cask ale drinkers dine out more often with 70% eating out at a pub at least once a month, compared to 60% of non-cask drinkers.

"Higher-spending customers who drink more beer, go to pubs more often and spend more while they're there, make cask beer a vital asset for struggling pubs," said report author Pete Brown.

"What hasn't changed during the recession is that people are still seeking out quality, freshness, natural ingredients and local provenance in food and drink, and that's why cask beer will continue to be the most successful sector of the beer market.

"Sure, it's not right for every single pub, but for those that can keep and serve it well, and attract the right customers, cask beer can help to lift them out of the trading downturn."

For a full in-depth analysis of the Cask Ale Report, see this Thursday's Morning Advertiser.​