New U.K. survey shows 25% of Gen Z beer drinkers now regularly order cask ale, up more than 50% from last year. Fresh stats challenge the narrative of a non-drinking youth generation.
Turns out cask ale might not be dying after all. And neither is Gen Z’s interest in beer.
Ahead of Cask Ale Week 2025 in the U.K., a new survey conducted by YouGov for the Society of Independent Brewers and Associates (SIBA) found that 25% of 18–24-year-old beer drinkers now regularly order cask ale at pubs—a more than 50% increase over the previous year. That’s right: Britain’s “warm flat beer” is trending among TikTok-age drinkers.
The new data bucks the persistent narrative that Gen Z is losing interest in alcohol altogether. According to IWSR’s Bevtrac survey, the percentage of U.K. Gen Z drinkers (aged 18+) who reported consuming alcohol in the past six months rose from 66% to 76%. That’s a sizeable jump in a year when everyone was convinced the next generation was fueled solely by Celsius and mocktails.
Why it matters in the U.S.
Sure, this is across the pond. But for U.S. brewers wondering how to reach younger drinkers, the takeaway is clear: value, flavor, and local-buying / community still matter. As CAMRA chair Ash Corbett-Collins put it, “The initial appeal is undoubtedly the fact that cask ale is often the best value beer on the bars, but it’s the freshness, flavor and variety that keeps them coming back.”
The cask ale bump also challenges the idea that younger people aren’t going out. Corbett-Collins notes that Gen Z pub visits actually outpace some older age groups. In tough economic times, they might not spend for the sake of spending—but if you give them a compelling reason to go out, they will.
Lessons from the cask revival
- Cask isn’t just nostalgia: It’s sessionable, fresh, and often priced right—three things that resonate with young adults on tight budgets.
- Aesthetic and ritual still count: Pulling a pint of cellar-temp ale and gathering around a pub table is an experience—and Gen Z is big on vibes.
- Education matters: Many people think cask ale is served warm. (It’s not—it’s cool, at 11–13°C / 51–55°F.) Dispelling myths can open new doors.
A petition is also gaining traction in the U.K. to have cask ale recognized as intangible cultural heritage by UNESCO. That’s not just feel-good marketing—it’s a signal that younger drinkers might be ready to embrace legacy formats, if they’re given context and care.
