New generation of pubgoers shake off cask ale’s “old man drink” reputation, research shows

Greene King is shaking up the reputation of cask ale as a drink exclusively for the older beer enthusiast, as more Brits than ever are changing their perceptions towards the unique beer.

In celebration of Cask Ale Week, pub and brewing company Greene King has conducted research that shows that the misconceptions that have been held for cask ale could be a thing of the past as people say they are driven to cask ale mostly for its taste.

According to the survey, over 7 in 10 Brits (72%) say their perception of cask ale has improved over time, highlighting a clear shift in how people view the original pub pint.

Importantly, the research reveals that cask ale is increasingly being enjoyed by a wide variety of people, including nearly a third (30%) of women – showing that it has more to offer than what people may have originally thought, and cask ale is the perfect answer to variety in styles and flavours.

Another interesting stat revealed 8 in 10 punters (86%) order the same drink every time they visit the pub. This is why Greene King is encouraging people to step out of their comfort zone during Cask Ale Week, visit their local pub and try something new.

While cask ale drinkers were once commonly seen as niche, this perception is fading as more casual drinkers embrace the drink. Nearly half of the UK (48%) believes there is a false perception that cask ales are only enjoyed by ‘older’ people, highlighting the need to shift away from the traditional mindset and get behind the beer.

In addition to outlining the changing face of the cask ale drinker, the survey also reveals what pubgoers love most about it. Taste (67%) is the number one reason people love to drink it, followed by the fact it has a pleasant aroma (35%) and is unpretentious (23%).

This broad appeal challenges the outdated view that only beer enthusiasts enjoy cask ale. More and more pubgoers are finding that cask ale can be enjoyed by anyone looking for a great-tasting, accessible drink.

Meanwhile, Swansea has claimed the title of the UK’s cask ale capital, with nearly 4 in 10 locals (38%) choosing it as their go-to drink at the pub, showing that the love for cask ale is thriving across different regions.

More than two-thirds of Brits (67%) say having a pint is their favourite pub experience, and Greene King believes that cask ale offers a unique experience that reflects this tradition in pubs across the UK.

To celebrate Cask Ale Week this year, Greene King has partnered with comedian Travis Jay to tackle some of the common misconceptions people have about cask ale.

Brilliant content 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, Head Brewer 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.”

“Greene King is 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.

“For us at Greene King, 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 from 19th to 29th September, 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 try a real ale.

As part of this celebration, Greene King is launching Watch Room, a brand-new 4.3% golden ale, bursting with juicy, tropical fruit flavours.

Watch Room is all about community and heart, drawing inspiration from Greene King’s own brewery fire brigade, which was established in 1888. The beer will be available for September and October.

Jack said: “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.”