The younger crowd is drawn not just by flavour and heritage but by the chance to choose something mindful, local and low impact.
There’s an ale for their generation, which says boldly: “I make my own rules”. Recent findings from the Society of Independent Brewers & Associates (SIBA) show there’s been a 50% uptick on last year with Gen Z choosing cask.
That’s a really toast-worthy sign for the industry and something Adnams has welcomed for some time.
We’ve progressively expanded our portfolio, from our Southwold Bitter (a popular heritage style) to lower ABV options like our latest Session IPA, which complements our other alcohol-free option on keg, Ghost Ship Alcohol Free.
These beers, lower in ABV but full of flavour, fit neatly into the wellness-conscious, mindful lifestyles which many younger consumers are adopting.
Reflect their values
But taste and tradition alone aren’t enough. Gen Z drinks differently. They shop differently, socialise differently and choose brands that reflect their values. They prize individuality and authenticity.
They don’t follow the crowd but instead make choices that signal who they are and what they stand for. That’s why the story behind the pint is just as important as the pint itself.
At Adnams, sustainability and social responsibility have never been a trend to chase, but more part of our DNA.
From our very own ‘Bee Corridor’ and dedicated beekeeper, to our green-roofed distribution centre, local sourcing, renewable energy in our brewing process and recycling water to use in our toilets, we’ve been pioneering these practices long before it became fashionable.
Ghost Ship alcohol-free is another obvious example. We invested years to get it right, challenging conventions along the way. And of course, draught has a lower environmental impact than bottles or cans, a fact not lost on socially conscious Gen Z.
And yet, this message is ‘worn lightly’. It’s embedded in how we operate and we’re proud of that – but it’s for Gen Z and any other customer to choose from our portfolio without feeling compelled in any direction.
Leverage excitement and values
It’s fair to say that some of the decisions taken upon this evolutionary product journey may have felt uncomfortable at the time but they were the right ones. And Gen Z recognise that courage. They respond to brands that walk the walk rather than simply talk about what they might do in the future.
For pubs looking to capture the imagination of this new generation, there are practical ways to leverage both the excitement of cask and the values Gen Z prizes:
- Tell your story boldly: Share your heritage, authenticity and values with your customers. Make them feel part of your brand journey.
- Celebrate sustainability: Show the environmental and social credentials of the beers you serve. This resonates with the conscious consumer.
- Offer mindful choices: Low ABV, flavourful cask ales like Session IPA fit the wellness and moderation trends Gen Z embraces.
- Engage creatively: Use menus, events and social media to highlight individuality and connect on shared values.
- Listen and adapt: Gather feedback and evolve your offering, keeping pace with this inquisitive, demanding audience.
Cask ale is no longer just a drink. Instead, it’s an experience, a statement and perhaps even a reflection of values that the Gen Z consumer cares about deeply.
By combining quality, authenticity, sustainability, and mindful options, pubs can create experiences that resonate across generations.
Gen Z aren’t just drinking cask, they’re choosing brands that dare to lead.
