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 – Greene King 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.

Black Sheep Brewery and Salcombe to release new cask ales

the cask project

New cask ales to hit pubs UK-wide

By Gary Lloyd

Cask fans will be able to enjoy new beers from Black Sheep Brewery and Salcombe Brewery Co next month (July).

Why do we sell cask beer too cheaply?

Let's stop being cheap with cask

By Ed Bedington

Our consistently cheap approach to the sale of cask beer is one of the main reasons we struggle to ignite the category.

Vocation Brewery on cask ale and category future

the cask project

Vocation ramps up cask range post-pandemic

By Gary Lloyd

Vocation Brewery sales director John Hadingham answers a few questions about the Hebden Bridge-based beer producer, the business’s cask ale range and offers advice for pub licensees.

Why selling cask gives a pub an advantage

the cask project

Making cask ale more commercially viable

By Anthony Hughes, director of Lincoln Green Brewing Company

We’ve seen the statistics and know from our own experiences; cask is in decline.

Theakston and Robinsons launch beers for Queen's Platinum Jubilee

the cask project

Theakston, Robinsons and Joseph Holt launch Jubilee beers

By Gary Lloyd

North Yorkshire brewery T&R Theakston, Stockport-based Robinsons Brewery, Manchester brewer and operator Joseph Holt and Hook Norton Brewery of Oxfordshire are celebrating the Queen’s Platinum Jubilee with the launch of new beers.

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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