The Cask Project

The Cask Project

The Morning Advertiser launched The Cask Project in a bid to re-energise the category and reinstall it in pride of place on the bar of pubs throughout the country.

Cask beer is in long-time decline and, having joined forces with some of the UK’s leading cask beer suppliers – Carlsberg Marston’s Brewing Company, Greene King, Sharp’s Brewery and St Austell – we want to reinvigorate attitudes within the trade to a product which should be rightly cherished by operators.

Cask beer is a unique product that can only be replicated successfully within pubs but the perception of cask, particularly among younger drinkers, is that it is made and loved only by an ageing male population.

We want to create a real buzz about cask to get pub owners, operators, general managers, bartenders and all pub staff on board and debunk the myths surrounding the drink and educate them on how to make cask work for their business. And by doing this, we can pass on that knowledge, care and skill into cask beer at the bar for customers to get excited about too.

Quality is key for cask beer

Are you getting it right on cask?

By Ed Bedington

Are you selling your cask beer within the three day window? That’s the question we’re asking as part of The Cask Project.

Female drinkers' choices could lead to more cask ale sales

the cask project

Female drinkers could be key in cask take-up

By Gary Lloyd

Licensee Ady Smith operates Greene King pub the Dove Street Inn, in Ipswich, with partner Karen. Here he explains how they took on the site and how cask can break ground with younger people.

How can cask beer retain its relevance?

The cask project

How can cask beer retain its relevance?

By Nikkie Thatcher

A number of beer experts discussed how cask can remain relevant The Morning Advertiser’s MA Leaders Club in Manchester earlier this week (Tuesday 10 May).

Dr Steve Housden talks about cask beer in quality and how to improve it

the cask project

Is it time to reform the tradition of cask beer?

By Dr Steve Housden, beer expert

I write as a lover of cask-conditioned ale and a veteran of some 40-odd years of brewing it, caring for it in pub cellars and, of course, drinking it.

Frisco boss Cuthbertson on cask ale

the cask project

We need to stop the ‘Real Ale Assassins’

By James Cuthbertson, director Frisco Group and ex-MD of Dark Star Brewing

Let’s be honest, as an industry, when it comes to cask beer, we need to do much better.

Improve your offer: if you a new pub operator who wants to add cask ale to your range, we can help

The Cask report

Call for new cask ale operators

By Ed Bedington

With cask beer being a unique product for UK pub operators, it’s important to ensure pubs are maximising the opportunity and getting it right and The Morning Advertiser (MA) is now seeking new operators to the trade to help them lay solid foundations...

Important part of a ‘proper’ pub: the appreciation of cask ale remains

The cask project

Licensees must realise the trouble cask is in

By Pete Brown

It’s 15 years now since I wrote the first edition of the Cask Report – an initiative organised by cask brewers and industry bodies to reinvigorate attitudes around cask ale. Now, The Cask Project is a new initiative with the same goals.

Falling numbers: CGA statistical analysis shows where cask ale is failing

The Cask Project

The decline of cask ale in numbers

By Gary Lloyd

The short shelf life of cask beer is a major factor in why the category has suffered a continued decline throughout recent years, according to statistics from data insights expert CGA.

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