2013 edition of The Cask Ale Report, providing an authoritative overview of category performance and consumer insight with recommendations for retail category development. This report was one of a series of industry recognised category reports written by Justin Way, whilst Head of Category Marketing at Marston's Beer Company.
4. Traditional Mild 20%
Traditional Bitter 86%
Golden Bitter/Ale 94%
Strong Bitter/IPA 59%
Strong Mild/Old Ale 17%
Stout Porter 44%
Strong Ale/Barley Wine 12%
Speciality Beer 21%
0 20 40 60 80 100
Lightly
flavoured
Full of
character Refreshing
Hoppy
Full bodied
tasting
Strongly
Fruity
flavoured
Easy drinking A balance
of bitterness
& sweetness
Malty tasting Spicy
Golden
(such as blonde & summer beers)
Amber
(such as traditional pale ales & bitters)
Darker
(such as milds, porters & stouts)
5. Scotland 61% 35% 3%
North East 15% 76% 10%
Lancashire 14% 80% 6%
Yorkshire 12% 84% 4%
Midlands 13% 82% 5%
Harwest Wales 3% 85% 12%
East Anglia 4% 93% 2%
London 5% 93% 2%
Southern 3% 91% 6%
Harwest England 4% 93% 3%
0 20 40 60 80 100 120
Golden Amber Dark
6.
7. Having a drink with food
At a beer festival
Having a quiet drink with
friends and family
In certain types of pubs 40%
34%
31%
19%
It’s from a brewer
with a good reputation
An opportunity to try something new
It’s a beer I’ve tried before and liked
It’s the style of beer I like 48%
44%
44%
31%
1% 3%
13%
16%
30%
46%18% 12%
23% 38%
8.
9. 1 2
Sparkler on BOTTOM Use good, steady
of empty glass initial pull to
create head
3 4 5
PERFECT PINT!
sparkler IN beer
Essential to keep At finish of dispense,
Present with brand
UNDER beer head
top up keeping sparkler
facing customer
10.
11.
12.
13. Offer a sample to new customers 95.3%
Describe different beer styles 90.3%
Chalk boards 79.8%
Posters/dripmats 78.3%
Social media 61.7%
