British pubs will be offering one million free ‘try before you buy’ tasters of beer during Cask Ale Week next month.
The sampling campaign will see 10,000 pubs offer at least 100 freshly-poured shots of cask ale each throughout Cask Ale Week, which runs from 17th to 27th September.
The aim is to give younger drinkers in particular the opportunity to try Britain’s national beer style, and hopefully convert them into regular cask ale drinkers.
Research by the Society of Independent Brewers and Associates (SIBA) shows that:
- 41% of consumers say a sample of cask ale would encourage them to try it;
- 28% say they would try cask if they knew more about it;
- 26% say they would try it on the recommendation of bar staff.
Timothy Taylor’s Landlord is the UK’s best-selling cask ale brand, by both value and volume. Head brewer Andy Leman said: “Cask Ale Week is an excellent springboard to get drinkers talking about what makes cask beer so special, and why it remains vital to British pub culture.
“One of the most effective ways of encouraging people to drink cask ale is to give them a taster so that they can sample the beer, and appreciate the complexity and flavour of the many different styles brewed in this country.
“We know that there’s plenty of interest among 18- to 24-year-olds in trying cask beer brands that are familiar fixtures on the bar, but which they may want to know more about flavour-wise. Giving these so-called cask-curious and price-conscious consumers a chance to try before they buy could help increase the reach to a new generation of cask converts.”
He added: “During Cask Ale Week, we have an opportunity to share our passion for the country’s traditional cask ale brewing heritage by offering tasters in pubs to help strengthen the viability and longevity of the category, and give much-needed support to Britain’s pubs.”
