Cask ale remains one of the defining features of the British pub, with a loyal following among drinkers who value its character, variety and connection to traditional pub culture. Widely recognised as the UKs national drink each September it gets a boost from all the activities and promotion of Cask Ale Week.
For Cask Marque founder Paul Nunny, the numbers are only part of the story. The real opportunity now is to turn that industry support into more people visiting pubs and drinking cask.
“We’ve had a fantastic response from pubs and brewers this year, but signing up is only the beginning. Now we need to turn all that support into people going to the pub and drinking cask.”
While the category continues to face its challenges, there is still plenty of opportunity for pubs that get the basics right and give cask the attention it deserves.
For operators, the key is not simply having cask ale on the bar, but ensuring every pint is served at its best. Quality, consistency and choice can all influence whether a customer comes back for another pint, while a well-managed cask range can provide an important point of difference from other drinking occasions.
Give customers a reason to explore
Choice remains important. A strong core of familiar and trusted beers can provide reassurance, while rotating guest ales can encourage regulars to try something different. For pubs with a knowledgeable customer base, variety can be a real attraction. For others, keeping the range approachable and clearly communicated can help customers feel more confident when choosing something unfamiliar.
Staff knowledge matters
A great cask range can easily be overlooked if staff cannot explain it. Training does not have to turn every member of the team into a beer expert, but they should understand the basics of the beers being served. Knowing the style, flavour profile, strength and key characteristics of each cask can make recommendations much easier. Staff can then confidently answer a customer’s questions or suggest an alternative when someone wants to try something new. Your staff can also access more advanced training through the BEER PRO training course from Cask Marque.
Make cask part of the conversation
Cask ale should not have to rely solely on existing enthusiasts. Clear communication can help introduce the category to a wider audience. “Cask has a huge advantage because you can’t recreate a properly kept pint at home.” says Paul Nunny “It’s a product that belongs in the pub” Are you using your social media channels to promote and champion your beers to your customers? Events and occasions can provide another opportunity to put your cask beers in the spotlight. Any reason to celebrate the category and encourage customers to explore different beers is a good reason and you don’t need to wait until Cask Ale Week next year to run an event in your pub.
Turning quality into profitability
Ultimately, the opportunity with cask ale comes from combining quality, range and consistency. A well-kept pint creates trust, while an interesting range gives customers a reason to return and explore. Cask is now attracting increased interest from younger drinkers. Recent CGA by NIQ data shows 16% of cask drinkers are now aged between 18 and 34.
Cask ale has always been about more than the liquid in the glass. It is part of what makes the British pub distinctive, offering customers something they cannot always replicate at home. By investing in cellar standards, staff knowledge, sensible range selection and simple promotion, you can keep that tradition relevant while making sure every pint works harder for your business.