Cask Report 2018-19
Newly published report provides snapshot of cask ale market
The newly published Cask Report 2018-19 has revealed that cask beer sales have fallen in volume by 6.8% in the on-trade.
Despite this fall, 84% of licensees believe cask beer is as important to their business or even more so than it was four years ago.
As a general rule, the Report's figures show, the older the customer the more likely they are to be loyal to cask. At the upper end of the age categories 33% of 55 to 64-year-olds say that it is a beer style that they generally choose to drink.
The Report goes on to reveal: “This percentage is almost chopped in half when it comes to those who are just starting out on their pub experience with only 18% of 18 to 20 year olds generally opting for cask as their preferred beer style.
“That age group is also the least likely to have tried cask: 29% having never sampled it. Similarly, 28% of 21 to 24-year-olds have not drunk cask. That number falls to 21% for 25 to 34-year-olds.
“The numbers make it clear that more needs to be done to get younger drinkers to sample cask to grow the category. But if younger adults are also more likely to work behind the bar are they going to have the confidence or knowledge to recommend cask?
“Another issue cask faces is those that are most likely to order it are among the least likely to go to the pub. 65% of 35 to 44-year-olds would ‘always’ or ‘often’ order cask.
“However, only 25% of that group go to the pub once a fortnight or more – the least of any age category we talked to.”
Key Findings of Cask Report 2018-2019
- Overall the cask market is down 6.8% in volume
- Golden beer is growing across the board in cask and keg formats
- Cask is still held in high regard by licensees
- The majority of beer drinkers include cask in their repertoires
- Leading cask brands are outperforming the market