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Cask Marque director Paul Nunny: research finds that cask ale drinkers will pay up to 20% more for a quality product

Cask Ale Report: opportunities for bettering sales, margins

The latest edition of the annual Cask Ale Report, published this week, makes a compelling, detailed argument that properly served and presented cask can attract and retain the highest-spending pub-goers.

People who drink real ale spend £1,030 a year on food and drink in pubs. This is 30% more than average pub-goers and 6.5% up on two years ago. Cask ale drinkers are the most frequent users of pubs, with two in five (42%) visiting once a week or more.

Highly significantly to licensees, it was also found that 90% of real ale drinkers don’t have a specific budget in mind on their trips to the pub. Yet only 25% of managers, 16% of tenants and leaseholders and 14% of freehouse operators were found to believe there is an opportunity to increase cask ale prices.

“Licensees may be overly cautious in their attitudes to pricing,” commented Cask Marque director Paul Nunny, who was responsible for creating the Cask Ale Report.

“The research shows 69% of real ale drinkers to be in the more affluent ABC1 demographic. It also shows that cask ale drinkers will pay up to 20% more for a quality product.”

The findings, based on a YouGov poll of 2,030 consumers undertaken this summer, also found that 56% of respondents believe that cask is a craft beer.

Copies of the Cask Ale Report are available online – download your copy here.

The annual Cask Ale Report, now in its 12th edition, is funded by the Cask Matters group, comprised of: Adnams, Caledonian, CAMRA, Carlsberg, Cask Marque, Charles Wells, Fuller’s, Greene King, Independent Family Brewers of Britain, Marston’s, Punch, Robinsons, Shepherd Neame, SIBA, St Austell, Thwaites, and Wadworth.

Larry Nelson 
29th September 2017

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