Real ale customers are more knowledgeable about their brew than ever, new study reveals

UK pub-goers are talking about real ale more than ever before, a new study has revealed.

Thursday, 22nd September 2016, 6:18 am
Updated Wednesday, 5th October 2016, 2:43 pm

The new Cask Report examines the role of conversation in the buying and selling of cask ale in a local pub.

According to the research, 92 per cent of consumers want to know more about the different styles of beer now available.

Sixty-per cent said pubs do not offer sufficient tasting notes on how beer looks, tastes and smells, while only 36 per cent feel that bar staff have an understanding of casks.

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Author Sophie Atherton said: ‘People are starting to talk about cask ale, Britain’s national drink, with more passion than was once thought possible.’

Her report shows people’s depth of interest in what they are drinking – and the fact they like to be served by staff who are knowledgeable.

She said: ‘It is clear that it’s no longer enough to be able to pour a decent pint.

‘Bar staff need to understand how cask ales are different from other beers. They need to be able to describe them. They need to be the ones starting the cask conversation.’

It is hoped this will be made easier with the CaskFinder app and its new ‘pump clip recognition’ – launched alongside the release of the 2016/17 Cask Report.

Paul Nunny, of Cask Marque, said: ‘All you do is grab a picture of a particular beer’s pump clip – and the app provides you with information about the beer.

‘You’ll see the brewer’s tasting notes and description. These may include details about ingredients, and certainly tell you about colour and flavour.’