Pubs around Britain will be offering one million free ‘Try Before You Buy’ tasters of beer during Cask Ale Week, which takes place in September.
The unprecedented mass sampling campaign will see 10,000 pubs offer at least 100 freshly-poured shots of cask ale each throughout the week, which runs from 18th to 28th September.
The aim is to tempt Brits back into the habit of visiting their local, as well as to support sales of cask ale, Britain’s signature beer style.
Samples will be offered in every style, from light and hoppy pale ales, via amber best bitters, to dark, smooth stouts. There will be low-alcohol options, too.
“Free tasters will hopefully encourage many drinkers to enjoy a pint of cask ale during Cask Ale Week, and make it one of their regular drinks,” said Fergus Fitzgerald, head brewer at Adnams.
“If more people chose cask ale on just one more of their visits to the pub, it would make a big difference to the future prospects for our national drink — and to pubs, which are the only places to sell it.
“Ironically, cask beer seems to be more appreciated globally than it is in Britain. Incoming tourists put a visit to a traditional pub to enjoy a pint of foaming cask ale close to the top of their ‘must do’ list. Equally, many of the world’s top craft beer brewers cite British cask ale as their biggest influence.
”However, local pubs really need local customers in order to thrive. Cask Ale Week is an opportunity for drinkers to find the style they most enjoy, and show their support for British pubs and British beer.”
