Cask Ale Week 🍺
It's Cask Ale Week, with more than 10,000 pubs taking part, and there could be a new generation of cask drinkers on the way.
According to The Morning Advertiser, CGA by NIQ data shows growth in cask occasions, frequency and spend among Gen Z and millennial drinkers, who now make up 16% of cask ale drinkers. Cask is also competitively priced, with the average cask pint costing ÂŁ4.54 compared with ÂŁ4.97 overall.
Wadworth's Commercial Director Adam Russell says younger drinkers are increasingly looking for cask ales with provenance and heritage, which fits with the wider appetite for authenticity across drinks.
This is interesting for a category often seen as traditional, and it suggests heritage doesn't necessarily need a rebrand to resonate with a new audience.
For drinks brands and the pubs serving them, it's a useful reminder that authenticity is one of the strongest stories there is in an always on world, as long as it's told well.
We'll be doing our bit for Cask Ale Week by heading to the pub before it ends on 27th September 🍻