Cask Ale Report: Sustained growth

By Oli Gross contact

- Last updated on GMT

Cask Ale Report: Sustained growth

Related tags: Cask ale, Beer

Licensees have been encouraged to note the increasing trend towards cask ale among drinkers as details of the Cask Ale Report were revealed at a seminar in London today.

The Report revealed at Brewers’ Hall, Aldermanbury Square indicated that cask ale is in sustained volume growth, significantly outperforming the on-trade beer market.

Award winning beer writer and blogger Pete Brown presented his latest research for, and commentary on, the Cask Report.

Cask is forecast to hit 20% of on-trade beer by 2020 - hugely significant when beer accounts for 64% of the average pub's wet sales.

Industry experts heard how cask ale cashes in on what people want from pubs today - a premium experience that can't be replicated at home.

According to the Report’s data, cask drinkers visit the pub twice as often as the average person, and influence the choice of pub in mixed groups.

The cask ale drinker spends almost double the average person in pubs at £967 a year.

Finally, the seminar encouraged a focus on training for licensees, as cellar management training is said to improve yield by at least 7%.

Staff training on how to keep and serve cask ale perfectly is now available free online via Cask Beer Uncovered.

Related topics: Beer

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