Why cask ale is targeting younger drinkers to revive sales in UK pubs

Cask beer or ‘real ale’ is one of Britain’s most distinctive beer-styles, deeply entwined with the history and culture of the traditional pub.

But as changing consumer habits, demographics and pub numbers have declined, it has put pressure on the category and brewers are increasingly looking to younger drinkers to help secure its future.

Cask beer, often referred to as real ale, is unpasteurised or filtered meaning it is a live product. The beer retains live yeast that continues to mature and develop the flavour after leaving the brewery, with fermentation continuing in the cask.

Brewing and serving cask beer requires skill at every stage, from the brewery through to cellar management to the pouring the perfect pint. It is also available in a wide range of styles, from pale ales, bitters and milds to rich stouts.

However, like many other alcoholic drink categories it has faced challenges.