Cask ale is finally rid of its image of being a fusty pint favoured by old men and instead is being appreciated for its flavour and enjoyed by a third of women, new research reveals. For many, real ale invokes images of dark winter nights spent in draughty old Inns, however it is now being enjoyed by festival fans and women who appreciate the aromatic smell and great taste of the naturally carbonated tipple.
With almost nine out of 10 of pubgoers ordering their ‘usual’ on every visit, pub and brewing company Greene King is urging customers to step outside of their comfort zone to celebrate Cask Ale Week and experiment with a pint of unfiltered beer.
A study by the group revealed that more than seven in 10 adults (72 per cent) say their perception of traditional ale has improved recently. Nearly half (48 per cent) believe there is a false association between cask ale and older people.
Instead for 67 per cent of enthusiasts, taste won them over to cask fermented ale, 35 per cent appreciate its scent and almost a quarter choose it because it is unpretentious and unfussy. Almost a third of women (30 per cent) said they love a glass of cask.
This broad appeal challenges the outdated view that only geeky beer enthusiasts enjoy cask ale. More and more people are finding that it can be enjoyed by anyone looking for a great-tasting, accessible drink.
More than two thirds of 2,000 respondents said the top reason for visiting a pub was to have a pint and Greene King wants to enrich the experience with its cask ale offerings.
To mark Cask Ale Week this year the brand has partnered with comedian and actor Travis Jay to shake off the outdated perceptions of the brew. Brilliant footage shows the actor and comedian busting a series of age-old myths about the traditional drink, highlighting the taste, smell and variety of the flavours.
Jack Palmer at Greene King said: “Cask and real ales have traditionally always been considered as a drink for older generations or niche beer enthusiasts, but our research clearly suggests that this perception is starting to change, and we aren’t planning to stop that change.
“We are on a mission to encourage more Brits to discover the unique craftsmanship behind cask ales, and it’s fantastic to see that people are changing perceptions. We encourage everyone to step out of their comfort zones and not only discover but appreciate the unique flavours and heritage that makes cask ale so special.
“Cask Ale Week is all about celebrating the incredible diversity and history of cask ale, and this year we want to see more people than ever visit their local pub to try something different.”
Running until September 29, Cask Ale Week is the annual celebration of real ales in the industry, but it is also a great opportunity to highlight all that is brilliant about cask ale to drinkers and encourage pubgoers to give it a try. As part of this celebration, Greene King is launching Watch Room, a brand-new 4.3 per cent golden ale.
Watch Room is all about community and heart, drawing inspiration from Greene King’s very own Fire Brigade, which was established in 1888 to protect the brewery. The beer will be available throughout the rest of September and October.
Mr Palmer added: “Watch Room isn’t just a great tasting beer, it’s a tribute to the spirit of togetherness and tradition that stems from our very own history. It represents the same resilience and dedication to cask ales that we’ve carried forward to this day.”
To find out more about Greene King’s beers, visit: https://www.greeneking.co.uk/our-beers.
