The value of cask ale drinkers, according to the Cask Report

24 September 2015

It turns out cask ale drinkers are better than other drinkers - just check out the numbers in the 2015 Cask Report.

Amongst positive real ale figures in general, author Pete Brown includes a section on why pubs should attract cask ale drinkers, explaining that they visit more often, are more loyal, spend more money and bring other people. Apparently 50% of these drinkers visit the pub more than once a month, whereas only 30% of other beer drinkers do. They also spend £967 - double the amount the average person spends in the pub in a year. That's also 63% higher than wine drinkers.

'Cask ale drinkers are a lifeline to tens of thousands of British pubs,' Brown said. 'But it’s not just the money they themselves are spending that makes these drinkers so important. It’s also the fact that they bring other people with them. Our research shows that 70% of cask ale drinkers take the lead when deciding which pub to go to with a group of friends,' he added.

The report, released yesterday, and subtitled 'How pubs can profit from cask', described sustained volume growth for the category, and predicted that it would account for 20% of on-trade beer by 2020.

Have a look at the report for tips on how to promote your pub, including marketing both inside and outside the venue, by holding a beer festival, or via social media. It's available via the Cask Matters site.


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