In advance of Cask Ale Week 2025, (Thursday 18 to Sunday 28 September) figures showed 25% the Generation Z demographic, regularly order cask ale at the pub, an increase of more than 50% on the previous year.
The statistic comes from a YouGov survey of 2,250 UK consumers in February 2025, carried out for the Society of Independent Brewers and Associates (SIBA).
Younger consumers
This is also backed by new stats from a Bevtrac survey from IWSR, which shows the number of Gen Z consumers in the UK aged 18+ who have had an alcoholic drink in the past six months is up from 66% to 76%.
Ash Corbett-Collins, national chairman of CAMRA (Campaign for Real Ale), said: “Younger drinkers, Generation Z, are already more likely to use pubs than many older Brits. Many people got out of the pub-going habit during lockdown, and in tough times economically, too many have stayed away, causing real problems for many pubs and brewers.”
He added: “For some, the initial appeal is undoubtedly the fact that cask ale is often the best value beer on the bars, but it’s the freshness, flavour and variety of cask that keeps them coming back for more.”
Female beer drinkers
The SIBA figures also show that 22% of female beer drinkers regularly order cask ale, compared to 43% of men.
Corbett-Collins added: “It would be great to see even higher numbers, but the glass half full fact is that men and women of all ages are enjoying cask beer.
“Hopefully, more people than ever will do so during Cask Ale Week. Thousands of pubs are taking part, offering every style of cask ale, from light and hoppy pale ales via amber best bitters, to dark, smooth stouts.”
