CASK ALE // The comeback kid of the UK brewing scene.

2022 saw a surge in craft cask ale sales. This recent surge in popularity is enhanced further by a rise of modern ‘keg led’ craft brewers entering the Cask Ale arena. Brewers such as Deya, Glasshouse, Cloudwater, Verdant and Wylam, alongside revered journalists such as Pete Brown, are now proving that the historical stigmas once associated with Cask Ale are a thing of the past. So, now is the time to jump on board the cask ale train and revamp your range.

As you will undoubtedly know, cask ale is a crucial part of the British brewing and hospitality industry. Often called “real ale,” this is a traditional type of beer that when executed correctly can be a thing of unrivalled delight.

The unique brewing process and taste of cask ale can provide many benefits for businesses looking to increase profitability and enhance the consumer experience.

New to cask or looking to increase your sales?

Creating a great cask ale experience for your customers requires excellent cellar management, which is a labour of love. Those who do it right are reaping the rewards & seeing customers return again & again, looking for that unbeatable cask experience. For those who aren’t sure where to start, we have created a handy waterproof poster that breaks down the key factors in good cellar management. These are free for all Inn Express customers. Simply search ‘Free Cellar Posters’ on our website.

Higher Profit Potential:

One of the most significant advantages of cask ale is its distinct taste and flavour. Unlike other types of beer, cask ale is not pasteurised or filtered, which allows it to retain its unique characteristics and provide a more authentic taste. This can attract a more discerning clientele willing to pay a premium for a highquality product. Another benefit of cask ale is its versatility. As cask ale can be served at a wide range of temperatures using a hand pump, it allows for a more traditional and authentic experience. These factors can help create a unique atmosphere and attract customers looking for something different from their usual pint.

Heritage:

Cask ale has a strong sense of tradition and heritage, which can attract customers looking for a more authentic and traditional experience. This can help to create a loyal customer base and increase repeat business.

Sustainability:

Serving cask ale can be a sustainable option for several reasons.

Firstly, cask ale is typically brewed in smaller batches and often locally, thus, reducing the carbon footprint compared to mass-produced beers transported over long distances. This can help reduce the business’s environmental impact and align with consumer demand for more sustainable products.

Secondly, cask ale is served using a hand pump, eliminating the need for carbon dioxide and other gases to dispense other beer. This can help reduce the business’s overall energy consumption and decrease its environmental impact.

Thirdly, using traditional brewing methods for cask ale reduces the chemicals and preservatives used in the brewing process. This can produce a more natural product for customers.

In conclusion, cask ale can provide many benefits for businesses looking to increase profitability and enhance the consumer experience. Its unique taste, versatility and traditional yet increasingly sought-after appeal make it a unique and exciting alternative for pub-goers. As the cask ale market continues to grow in the UK, businesses incorporating it into their offerings will have a competitive edge and satisfy the customers’ needs.

If you want to improve your cask ale quality, start selling cask ale or look for a cask ale supplier, head over to our website and brose hundreds of beers dispatched from our cold store to yours.

FREE CELLAR POSTERS

The Inn Express free cellar posters are waterproof and full of helpful guidance to ensure correct cask storage and housekeeping. They also include a handy space to record your cellar tech number to ensure issues are fixed ASAP.