Cask ale outperformed a shrinking UK beer market in 2009 thanks to growing interest in the category from younger consumers.
Sales of cask beer in the UK rose by 5% in value for the 12 months of 2009, to GBP1.4bn (US$2.2bn), according to The Cask Report, published today (27 September). The rise compares to a 2% drop in value sales for the UK beer market as a whole in 2009.
Go deeper with GlobalData
Last year was also the first since 1994 that cask ale has not reported a decline in volume sales. “That may not sound impressive – but it is,” said the report’s author, Pete Brown. He said that 2009 cask ale volumes remained level with 2008 against a beer market down by 4%.
“It’s hard to view this as anything other than a strong performance from cask ale,” said Brown.
Young people helped to drive the category forward last year, with the number of 18-24-year-olds drinking cask ale up by 17% on 2008, according to figures from market research group TGI. Around 3,000 extra pubs also began serving cask ale.
Brown added: “We might be emerging from recession, but we’re not jumping back to conspicuous consumption: instead, we’ve become more thoughtful about our purchases and in our food and drink choices, we’re looking for tradition, provenance and wholesomeness – all values that cask ale can provide in spades.”
How well do you really know your competitors?
Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.
Thank you!
Your download email will arrive shortly
Not ready to buy yet? Download a free sample
We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form
By GlobalDataThe Cask Report is sponsored by several brewers, including Greene King and Fuller, Smith & Turner, as well as the Campaign for Real Ale.
Stay informed for just £1! *
Subscribe to Just Drinks for unbiased coverage of the global drinks industry, offering insights into the corporate strategies of beverage manufacturers and brands worldwide.
What’s included in your subscription:
- Unlimited access to Just Drinks content including daily global news, in-depth analysis, and interviews with C-suite executives
- Unbeatable coverage of categories from beer, wine and spirits to soft drinks and hot beverages
- Unrivalled drinks industry comment from leading sector specialists
Ready to stay informed? Subscribe now and gain access to exclusive content.
Have a subscription? Sign in
For further details on subscribing, click here. Need multi-user access? Explore our corporate subscriptions now.
*After your 1-month trial, your subscription will continue at £315 per year.
