Research says Gen Z can save cask ale
SIBA says Gen Z cask consumption is up 50% year-on-year.
New research has found that Gen Z beer drinkers could hold the key to the survival of cask ale, as a new generation learns to appreciate Britain’s national beer style.
In advance of Cask Ale Week 2025, new data from YouGov shows that 25% of 18- 24-year-old beer drinkers, the Generation Z demographic, regularly order cask ale at the pub, an increase of more than 50% on the previous year.
The YouGov survey was carried out for the Society of Independent Brewers and Associates (SIBA), but in addition to the SIBA figures, fears that younger consumers have been giving up drink altogether have been debunked by new stats from IWSR.
These show the number of Gen Z consumers in the UK aged 18+ who have had an alcoholic drink in the past six months is up from 66% to 76%.
"Younger drinkers, Generation Z, are already more likely to use pubs than many older Brits," says Ash Corbett-Collins, national chairman of CAMRA. "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."
Ask for cask
Cask Ale Week, which runs from 18-28 September, aims to tempt guests back into the habit of visiting their local, as well as to support sales of cask beer.
The SIBA figures also show that 22% of female beer drinkers regularly order cask ale, compared to 43% of men.
"Hopefully, more people than ever will [enjoy cask beer] during Cask Ale Week," adds Corbett-Collins. "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."
For its most recent data, SIBA commissioned a YouGov survey of 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.
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