This is the second edition in our Cask Ale Week series which will run from 18–28 September. One of the aims of the campaign is to see 10,000 pubs each pour at least 100 freshly pulled tasters, handing out one million free samples of cask ale. All helping to tempt customers to rediscover the flavour, variety, and tradition of cask.
From light and hoppy pale ales to smooth stouts — including low-ABV options — drinkers can explore the full spectrum of cask styles. Pubs also encouraged to offer tasting flights, giving customers the chance to compare three different beers side by side. The hope is simple: once people try a taste, they’ll stay for a pint.
Gen Z backing the future of cask
Cask ale has long been painted as the preserve of older drinkers, but new research suggests that stereotype is fading fast. According to figures from the Society of Independent Brewers and Associates (SIBA), 25% of 18–24-year-old beer drinkers now regularly order cask — a rise of more than 50% year-on-year. At the same time, industry analysts IWSR show that more young people are choosing to drink alcohol overall, with 76% of Gen Z consumers in the UK aged 18+ enjoying a drink in the last six months, up from 66% the year before.
For pubs, Cask Ale Week is about more than just beer — it’s about reigniting habits, building footfall, and strengthening the link between communities and their locals. As Suffolk brewer Fergus Fitzgerald points out, even a small change in behaviour could have a major impact: “If more people chose cask ale on just one more of their visits to the pub, it would make a big difference to the future prospects for our national drink – and to pubs, which are the only place to sell it.” That importance is echoed by Paul Nunny, Director of Cask Marque, who adds: “National Cask Ale Week has been running for over two decades and it has become a key feature in pub calendars. It gets more popular with consumers each year. In 2024 #caskaleweek reached 7.1 million people on social media. All cask ale houses are encouraged to take part — Cask Ale Week is more than a celebration — it’s a vital reminder of what makes British pubs truly unique.”
The bigger picture
Cask ale remains a uniquely British beer — found only in pubs and admired by tourists and international brewers alike. With younger drinkers discovering its value, variety and character, and pubs embracing events that make it more accessible, Cask Ale Week 2025 could prove to be a turning point in ensuring the nation’s drink has a thriving future.