Gen Z beer drinkers hold the key to the survival of cask ale, according to a YouGov survey carried out for the Society of Independent Brewers and Associates (SIBA).
In advance of Cask Ale Week, figures show that 25% of 18– to 24-year-old beer drinkers — the Generation Z demographic — regularly order cask ale at the pub. This is an increase of more than 50% on the previous year.
Cask Ale Week, which runs from 18th-28th September, aims to tempt Brits back into the habit of visiting their local, as well as to support sales of cask beer.
In addition to the SIBA figures, fears that younger consumers have been giving up drink altogether have been debunked by new stats from beverage data analysts IWSR. These show the number of Gen Z consumers in the UK aged 18-plus who have had an alcoholic drink in the past six months is up from 66% to 76%.
“Younger drinkers, Generation Z, are already more likely to use pubs than many older Brits,” said Ash Corbett-Collins, chairman of the Campaign for Real Ale (CAMRA).
“Many people got out of the pub-going habit during lockdown, and in tough times economically, too many have stayed away, causing real problems for many pubs and brewers.
“For some, the initial appeal is undoubtedly the fact that cask ale is often the best value beer on the bars, but it’s the freshness, flavour, and variety of cask that keeps them coming back for more.”
The SIBA figures also show that 22% of female beer drinkers regularly order cask ale, compared to 43% of men.
Corbett-Collins added: “It would be great to see even higher numbers, but the ‘glass half-full’ fact is that men and women of all ages are enjoying cask beer. Hopefully, more people than ever will do so during Cask Ale Week.”
