Greene King Research Reveals Cask Beer Ignorance

Thu, 09 Apr 2009

New research from Greene King has revealed that Britons know very little about the country’s national drink – cask beer . This week is National Cask Week, prompting the brewer to look into the public’s knowledge of the alcoholic drink. The research found that two thirds of people were unaware that cask beer is a fresh, natural product, whilst only half of the respondents who that cask beer is only available in pubs .

Furthermore, 75 per cent were unaware that it contained hops, and 50 per cent didn’t know that barley was one of its main ingredients.

The research also exposed some regional differences in knowledge. Yorkshire respondents knew the most about cask beer, with 60 per cent aware that cask beer is only available in pubs. Conversely, Londoners were the least knowledgeable about cask beer, with 7 per cent believing it to be a canned or bottled lager, and 20 per cent believing it to be a type of beer .

Head brewer at Greene King, John Bexon, lamented the findings, but spoke of the opportunity available to cask brewers to appeal to a new audience. Mr Bexon believed that women may be a particularly willing audience given the product’s fresh and natural sources, which he believed would appeal more to females.
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