Young drinkers are turning to 250-year-old cask ales for his or her newest booze repair
Gen Z and younger millennials are as likely to enjoy a pint of Old Peculier as they are a trendy craft beer, research has found. Experts say it’s part of an emerging trend
Younger punters enjoy cask ales(Image: ViewApart via Getty Images)
Younger beer drinkers are increasingly ordering the cask ales they remember their parents and grandparents drinking at the pub. Gen Z and younger millennials, aged between 18 to 35, are as likely to enjoy a pint of Old Peculier as they are a trendy craft beer.
The fastest growing cask ale is the veteran Bass brand, which has been on the bar for centuries, the research published ahead of Cask Ale Week found. Bass was first brewed in Britain’s beer “capital” Burton-upon-Trent, almost 250 years ago in 1777.
And the famous Bass red triangle was Britain’s first registered trademark. The other top five fastest growing cask ale brands are Timothy Taylor Landlord, Wadworth 6x, St Austell Tribute and Theakstons XB.
Youngsters can’t get enough of it(Image: Getty Images/Collection Mix: Subjects RF)
Adam Russell, commercial director of Wiltshire-based brewer Wadworth, said: “There’s definitely a trend amongst younger drinkers to look for cask ales with provenance and heritage.
“They know Wadworth 6X as a brand their dad – or maybe even their granddad – drank, and they want to revive and continue that family tradition.”
Millennial cask ale drinker Beth Dean, 34, of Parkstone, Dorset, said: “We have a great taproom near us, the Barking Cat Ale House, which regularly wins CAMRA awards. My dad has been a cask ale drinker for as long as I can remember, and it’s great to see his favourite beers still on the bar.”
More than 10,000 pubs across the country will be taking part in Cask Ale Week, which runs from September 17 to 27. Many will offer free tasters to encourage more Gen Zs and Millennials to try cask beer.
