Cask Ale booms with Gen Z spike

Recent industry news has shown us that Fuller's decision to renew its Only in the Pub cask ale campaign has delivered real results in boosting sales and attracting newcomers to the category.

Backed by figures from SIBA in 2025, which saw that 25% of 18 – 24-year-old punters (Gen Z) are regularly ordering cask ales at the pub, an increase of more than 50% on the previous year. This vast shift demonstrates how younger consumers are breathing new life into a slowing tradition, through placing more value on their choices of drinks - with a focus on brands which proudly announce their heritage and values, such as St Austell Brewery.

Long time pub favourites of ours include a pint of Sharp’s Doom Bar, London Pride or Timothy Taylor.

Fuller’s data shines a light on how the finesse and craftsmanship of these craft ales, paired with teams of staff trained on how to confidently discuss the products can make active changes in customer curiosity and conversion - whether someone is a craft ale novice or enthusiast.

It’s clear that for modern drinkers, this isn’t about reverting to the past, it’s about rediscovering and redefining a classic product in ways that feel fresh and purposeful, something which we’ll raise a glass to!