Gen Z is raising a glass to cask
The Brief
Cask ale has traditionally been associated with older generations, but there are signs that younger drinkers are developing a new interest in it.
The Financial Times reports that Gen Z consumers are being attracted by cask's heritage, craftsmanship, affordability and the social experience of drinking it in a pub. Research cited by the paper suggests 25% of Gen Z regularly order cask beer.
Why it matters
For years, the conversation around younger drinkers has largely focused on what they aren't drinking. The renewed interest in cask suggests that some younger consumers may actually be looking for something different: authenticity, heritage and an experience rather than simply another beer brand.
🎙️ From The Pod
This connects directly with our conversation with Jonny Garrett, beer writer and co-founder of The Craft Beer Channel, about the future of cask ale and the campaign to have it recognised as intangible cultural heritage.
Listen to the episode:
Cask Ale: Why It Deserves Heritage Status – Jonny Garrett
Read the original reporting:
Financial Times – Why Gen Z is raising a glass to cask beer
Martin is the host of The Beer Rep Chats With, a podcast dedicated to exploring the people and stories behind the independent beer industry.
With a background working across the beer sector Martin aims to give listeners a deeper understanding of the challenges, successes and evolving landscape of the independent beer sector. Each episode focuses on the experiences of the people driving the industry forward, offering insights that are valuable for both beer professionals and passionate drinkers alike.
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