Bright future for cask ale, says industry report

September 28, 2007: Industry experts are challenging suggestions that the much maligned cask ale market is in terminal decline.

Their findings are published in a new sector report, The Intelligent Choice, a unique alliance of industry and consumer groups.

Written by independent author Pete Brown and jointly published by the Campaign for Real Ale, the Independent Family Brewers of Britain, the Society of Independent Brewers, the Cask Marque Trust and the Why Handpull group, the report paints a bright picture of Britain's iconic, traditional and world famous tipple.

Most notably, The Intelligent Choice presents evidence to dispel gloomy predictions that the cask ale market is in permanent decline.

Pete Brown said: "How can cask ale be suffering when we have more brewers in the UK than at any one point in the last 50 years? The number of pubs stocking cask ale is increasing, while consumer group CAMRA is boasting record membership and bumper attendances at its beer festivals.

"We have overwhelming evidence to challenge the doom and gloom merchants that take one look at market data and conclude the British beer industry is in steep terminal decline."

The report suggests the top-line 5% decline in the ale market gives a misleading impression since most of the losses come from the 'big four' multinational brewers. They dominate the UK beer market and account for 56% of the total ale market, but are systematically withdrawing support from their cask brands.

At the same time, where regional and local brewers are enthusiastically supporting their ales the market is seeing strong volume and growth. In fact, independent and local brewers are growing by an average of 7.5% year on year.

Pete said: "If this trend continues cask ale is forecast to return to growth within the next few years, as the decline from the multinationals levels out.

"Wherever people are actively investing in cask ale, they are reaping the rewards. Many regional brewers are seeing sustained growth in their brands and some are starting to become national in their scope and reach."

Additional headline findings published in The Intelligent Choice include:

l Good quality cask ale is good for pub businesses, accounting for as much as 40% of a pub's beer sales where it is kept well

l The social climate is right for a cask ale revival. Consumers are becoming increasingly affluent and show an interest in different and more complex flavours

l Forget style bars, the traditional pub is back in fashion, which suits cask ale products

l Consumers are starting to favour buying local produce and cask ale clocks up far fewer food miles than imported lager brands or wines

l The strength of the cask ale market is its diversity, from small craft brewers producing a few barrels a week, to fast-growing regionals selling hundreds of thousands every year

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