UK: Gen Z beer drinkers showing increased interest in cask ale

The number of Gen Z beer drinkers that regularly order cask ale has increased by 50% compared with last year, new data has revealed, Food Manufacture reported on September 8.

A YouGov survey commissioned by the Society of Independent Brewers and Associates (SIBA) found that 25% of 18 to 24-year-old beer drinkers regularly order cask ale at the pub.

This represents an increase of more than 50% on the previous year. YouGov surveyed 2,250 UK consumers in February 2025 to assess their views on the craft beer market and find out more about their beer drinking habits.

Cask Ale Week, which runs from 18 to 28 September 2025, is aiming to tempt Brits back into the habit of visiting their local pub, as well as to support sales of cask beer.

Ash Corbett-Collins, national chairman of cask ale consumer champion CAMRA, said: “Younger drinkers, Generation Z, are already more likely to use pubs than many older Brits. Many people got out of the pub-going habit during lockdown, and in tough times economically, too many have stayed away, causing real problems for many pubs and brewers.

“For some, the initial appeal is undoubtedly the fact that cask ale is often the best value beer on the bars, but it’s the freshness, flavour and variety of cask that keeps them coming back for more.”

The SIBA figures also show that 22% of beer drinkers that are women regularly order cask ale, compared to 43% of men.

Corbett-Collins added: “It would be great to see even higher numbers, but the glass half full fact is that men and women of all ages are enjoying cask beer.

“Hopefully, more people than ever will do so during Cask Ale Week. Thousands of pubs are taking part, offering every style of cask ale, from light and hoppy pale ales via amber best bitters, to dark, smooth stouts.”

In addition to the new data, cask ale enthusiasts have launched a petition calling on the UK Government to recognise cask ale as having Intangible Cultural Heritage, overseen by UNESCO. The petition runs until 1 October 2025.