Black Sheep Brewery has recruited Yorkshire comedian Maisie Adam for the next phase of its Drink Cask Beer campaign.
The Mock The Week regular stars in a video about mean Tweets, reading some of the negative, false, and downright hurtful things that people have said about cask beer online. Maisie then retorts in her usual blunt style to explain why they’re so wrong.
Despite being the ‘original craft beer’ — rich in flavour, variety, and heritage — cask beer has experienced a steady decline for several years. This is due to changing consumer habits, the growth of other drinks categories, and repeated pub closures during lockdown.
However, Black Sheep Brewery is on a mission to change this, launching its high profile ‘Drink Cask Beer’ campaign in February this year.
Since the launch, the brewery has worked with spoken word artist Matt Abbott to commission a bold, powerful poem, detailing the history, tradition, and relevance of cask ale for all. The poem was performed in a thought-provoking video featuring Bradford actor Chantelle Pierre.
The brewery also recently created a pop-up pub, The Breathe Inn, beneath Yorkshire’s iconic Ribblehead Viaduct, serving only its new carbon-neutral cask beer, Respire. This offered hikers a moment of respite as they take on one of Yorkshire’s famous three-peaks routes.
The brewery’s latest partnership with Maisie is the most recent edition to its ongoing campaign, with more big, bold perception-changing initiatives to come in the future.
Black Sheep chief executive, Charlene Lyons, said: “Over the years, cask beer has found itself unfairly categorised as a drink for the older generation, and one for men in particular. But this quite simply isn’t true!
“We believe the cask category needs genuinely disruptive campaigns like Drink Cask Beer to help the category back into growth. We’re so passionate about cask and we’re keen to lead the movement and reposition it with new and lapsed drinkers.
“There’s so much variety in cask beer now that it really is a drink for everyone, and we were keen to tackle the ‘haters’ head on, but in a fun way. And we felt Maisie was the perfect partner to help us do this — she’s an amazing comedian, down-to-earth and, best of all, from Yorkshire!
“It was an absolute joy — and a great laugh — to welcome Maisie to the brewery to fight back at some of cask beer’s biggest online trolls. In Maisie’s own words, ‘look, just drink cask beer! It’ll change your life’.”
