Cask Ale Week is coming soon. The annual nationwide celebration dedicated to showcasing Britain’s unique, traditional, and ever-evolving cask beer scene. Pubs and bars are encouraged to raise the profile of cask ale, encouraging more people to try it, and in turn supporting the pubs, bars and breweries that keep the tradition alive. Whether you’re a seasoned operator or new to cask, it’s a chance to put this handcrafted product centre stage and highlight its role in our communities. You can find more information, ideas, and free promotional materials at www.caskaleweek.co.uk
In the first of a series of features to help you as September draws nearer we asked Ben Lockwood Beer Category Manager at Mitchells & Butlers who is responsible for curating the beer ranges across hundreds of pubs for his thoughts on Cask Ale Week.
Ben said: “Cask Ale Week is the perfect time to celebrate the breadth and beauty of traditional British brewing. Aim for a mix of the old, the new and the local. Bring in much-loved favourites like Acorn Barnsley Bitter, Thornbridge Jaipur and Rudgate Ruby Mild to offer something for every palate, backed up by modern favourites like Elusive Brewing and Burning Sky, who continue to innovate in the cask space. Local is key—breweries like Amity and London Brewing Co are doing great things in their communities and deserve to be championed. Don’t be afraid to feature newer names too—highlighting emerging talent adds energy and freshness. Whatever breweries you choose, be sure your range covers different beer styles and puts cask ale centre stage—where it belongs.”
Ben also said when asked about how to make the most of Cask Ale Week: “The most important thing—whatever your plans—is to make sure your drinkers know about it well in advance. What’s different to your usual week? Perhaps you’re rotating through more beers than ever, extending your range, hosting a tap takeover, or offering a promotional price. Let people know early, build momentum, and shout about it often. Tap into support from local breweries and newspapers, partner with nearby businesses, and connect with your local CAMRA branch for cross-promotion. Use the free assets available on the Cask Ale Week website to help build your campaign. Social media is a powerful tool—use it to share sneak peeks, run polls, promote lineups, and highlight brewery stories. Think about a printed menu, table talkers, or even a loyalty card to reward return visits. Create a buzz and give your customers a reason to come back again and again.”