Black Sheep partners comedy star to fight back on cask

By Gary Lloyd

- Last updated on GMT

It’ll change your life: Maisie Adam joins Black Sheep Brewery’s cask campaign
It’ll change your life: Maisie Adam joins Black Sheep Brewery’s cask campaign

Related tags Beer Cask ale Cellar management

Masham-based Black Sheep Brewery has launched the latest phase of its Drink Cask Beer campaign with the launch of a ‘mean tweets’ video starring comedian Maisie Adam that addresses haters of the cask category.

The video, which can be seen here​, shows the Mock the Week​ star reading out dismissive tweets about cask and then challenging the myths surrounding the sector in her blunt style to explain exactly why they are so wrong.

Despite being the ‘original craft beer’ – rich in flavour, variety and heritage – cask beer has experienced a steady decline for several years due to changing consumer habits, the growth of other drinks categories, and repeated pub closures during lockdown.

However, the North Yorkshire brewery is on a mission to change this, with the brewery launching its Drink Cask Beer​ campaign in February this year.

Previous initiatives

Since the launch, the brewery has worked with spoken word artist, Matt Abbott, to commission a bold, powerful poem detailing the history, tradition, and relevance of cask ale for all. Abbott’s poem was then performed in a thought-provoking video production​, featuring Bradford actress, Chantelle Pierre.

The brewery also recently created a pop-up pub The Breathe Inn​, beneath Yorkshire’s iconic Ribblehead Viaduct, serving only its new carbon-neutral cask beer, Respire, to offer hikers a moment of respite as they take on one of Yorkshire’s famous three-peaks routes.

The brewery’s latest partnership with Adam is the most recent edition to its ongoing campaign – with more initiatives to come in the future.

Unfairly categorised

Black Sheep Brewery chief executive Charlene Lyons said: “Over the years, cask beer has found itself unfairly categorised as a drink for the older generation – and one for men in particular. But this quite simply isn’t true.

“We believe the cask category needs genuinely disruptive campaigns like Drink Cask Beer​ to help the category back into growth. We’re so passionate about cask and we’re keen to lead the movement and reposition it with new and lapsed drinkers.

“There’s so much variety in cask beer now that it really is a drink for everyone, and we were keen to tackle the ‘haters’ head-on, but in a fun way. And we felt Maisie was the perfect partner to help us do this – she’s an amazing comedian, down-to-earth and best of all – from Yorkshire.

“It was an absolute joy, and a great laugh, to welcome Maisie to the brewery to fight back at some of cask beer’s biggest online trolls. In Maisie’s own words: ‘look, just drink cask beer. It’ll change your life’.”

You can also read about The Morning Advertiser​’s cask beer campaign called The Cask Project​, by clicking here​.

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