Damm UK: Cask under pressure but Gen Z could drive comeback

The brewer acquired the Old Speckled Hen family of ales in May and is the brewer’s sole brand portfolio within the cask beer market that it said is “a reflection of its long-term commitment to the UK market”.

Damm UK category & insights manager Ellie Montgomery said: “Although cask has continued to decline across the on-trade in recent years, there’s lots of buzz in the industry about this category and the potential for it.

“At its core, it is actually a category that is very well-aligned to today’s consumer trends and arguably, the younger drinkers. According to SIBA, out of those aged 18 to 24, cask beer is growing more popular with 25% have tried cask in 2025, up 10% on the year before.

“Firstly, the freshness and quality of cask meets consumers’ growing demand for premium and high-quality drinks. Secondly, the price is a good entry point for the ale category.

“In times where disposable income is increasingly stretched, this also becomes a huge factor in consumers’ decisions to buy a particular drink. Thirdly, the concept of cask and the heritage behind is an opportunity to connect with those younger consumers who are seeking out authentic and genuine connections with brands.

Driving engagement

“Damms knows from experience with its portfolio of heritage brands that storytelling plays a role in driving engagement. And we cannot forget the established market for cask, which is primarily older males who have been drinking real ale for decades – often using the pub as a social hub.”

Montgomery added the on-trade cask market is an extremely important channel for heritage beer brands like Old Speckled Hen because it enables consumer experience through pubs and bars, which cannot be replicated at home and said the on-trade is central to keeping the cask market both relevant and visible.

She also told The Morning Advertiser visibility on the bar is “absolutely crucial” because hand pull taps are at eye-level and that is where most people’s attention is first drawn. Using PoS and signage towards cask can help with driving visibility and encouraging more trial of this category, Montgomery added.

“But the real impact comes through staff training and education: empowering staff to become cask experts and advisers is what is needed to reinvigorate the category again,” she enthused. “Once the flavour profile and most importantly, the quality of the cask is made apparent to your customers, trial and repeat trial becomes more widespread.

“Staff training and education is a vital part of improving on-trade experiences regardless but, for cask, it is especially important so these connections with both existing and new drinkers, can drive long-term category loyalty.

Cannot be replicated at home

“Consistency in quality of cask ales is really key in maintaining a reputation for reliability in terms of taste and retaining long-standing customers.

“The on-trade cask market is an extremely important channel for heritage beer brands like Old Speckled Hen because it enables consumer experience through pubs and bars, which simply cannot be replicated at home. The on-trade is central to keeping the cask market both relevant and visible.”

The Old Speckled Hen family of brands will continue to be brewed at Westgate Brewery under Greene King with brewing scheduled to move entirely to the Damm Eagle Brewery in Bedford around June 2027.

This will allow Damm UK time to “perfect the brewing process” since the Bedford site has undergone a significant investment and renovation for an expanded brewing capacity to meet this additional increase in volume, the business stated.

“This acquisition marks a new chapter for the brand, which not only demonstrates Damm’s focus on the UK as one of its most important markets, but reconnects the Damm Eagle Brewery to its roots of British beer and ale production under Charles Wells,” Montgomery explained.