A YouGov SixthSense report into the cask ale market has revealed that when choosing a boozer, over three quarters (76%) of cask drinkers appreciate pubs offering new, seasonal or ‘guest’ ales to try.

In addition to a variety of ales, cask drinkers appreciate the advice of knowledgeable bar staff – 57% cite this as a reason for opting for a particular watering hole.


  • Cask ale consumers represent 31% of UK alcohol drinkers
  • 29% of whom drink the barreled beverage once or twice a week
  • A further 32% turn to the likes of Shepherd Neame, Wells and Young’s and Greene King less than once a week but more than once a month
  • Of those with a taste for the musty stuff, 53% say that they consume 1-2 pints in a sitting
  • 1 in 5 state they routinely imbibe 2-5 pints
  • In pubs where cask ales are not available the most popular alternatives for aficionados are lager (30%), smooth/keg ale (27%) and Guinness (23%)
  • 56% of cask ale drinkers are loyal to one brand, citing taste (24% of drinkers) and quality (32%) as reason for continued consumption
  • It would appear, however, that loyalty may momentarily waver when consumers encounter a new product. 4 in 5 YouGov respondents who drink cask ales say that when they see something new they ‘generally give it a go’.

Speaking on the findings, Research Director for YouGov SixthSense, James McCoy, said, ‘The ale drinker may be loyal to his/her brand but that doesn’t prevent them from being adventurous once and a while. Seasonal ales lend an even greater sense of occasion to holiday drinking and many cask ale consumers are willing to break from entrenched pub habits to sample something festive.’

See more on YouGov SixthSense Alcohol market trends and brands reports

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