This report from Marston’s Brewery offers an overview of the cask ale market, including key trends and drinker insights. It will help retailers to develop their cask ale offer and continue category growth.
The report concludes that continuing to recruit new to category drinkers and encouraging “occasionalist” cask ale drinkers to drink cask on more occasions offers the best opportunity to continue cask’s growth. Reassuring these drinkers with a combination of well known “tried and trusted” brands aligned with a “Try before you buy” sample offer is key to success.
Recommended areas for development are:
- Perfect pint every time – dedication to quality from cellar to glass
- Developing your range to customers’ needs
- Sell and serve – Building a reputation and differentiaing your cask offer