Free samples will be available to those attending the ticketed event at Tobacco Yard, east London.
St Austell said the event, which is split into four different drinking session across the weekend, is the “perfect way to showcase cask in a space that would typically be reserved for craft beer”.
It added the “hop heavy” Proper Job beer that is a 4.5% ABV on cask will be the “star of the brewery’s stand this year”.
St Austell brews about 400,000 pints of Proper Job every week at its Cornish brewery.
Cask is very natural
The brewer added the brand has just enjoyed a rebrand to continue to drive loyalty with its existing drinkers, as well as bidding to attract a broader audience.
St Austell brewing director Georgina Young, who writes an opinion column for The Morning Advertiser, said: “Unlike kegged beer, cask beer is very natural – no carbonation added – because it is a live beer, that contains yeast it conditions in the barrel.
“We’re not resting on our laurels with cask. Proper Job has a bold new look to bring in new drinkers – the people we will see at the craft beer festival this weekend.
“We’re bringing Proper Job along and putting the freshest and most delicious beer in front of people in the city who might not typically reach for a cask beer. The event is a great way to engage people in the different ways beers are brewed and understand why cask – the national drink of Britain – is king.
Ask for cask
“Those who come to see us will get to see how cask should look, taste and feel, and our trusty staff will be there to chat to beer lovers about why we adore cask so much.”
St Austell Brewery staff will be wearing ‘ask for cask’ T-shirts and attendees are encouraged to stop by and chat with the team.
Hundreds of breweries will be represented at the festival, including popular craft favourites such as Northern Monk, Deya, Verdant, Tiny Rebel and Five Points.
There will also be live music, crazy golf, DJ sets and talks and tasting sessions from WSET.
The first session opens at 11.30am on Friday with the event closing at 11pm on Saturday.
