Why Cask Ale Is Making a Comeback with Gen Z Drinkers

Cask ale is shaking off its “old-fashioned” reputation — and a new generation of drinkers is leading the charge.

At Woodforde’s Brewery, CEO Paul Sullivan has seen a clear shift in attitudes since taking the helm in 2025.

“For far too long, cask was seen as something your dad drinks,” he says. “But now people are actually trying it — and realising it’s not old fashioned at all. It’s full of flavour, variety and craftsmanship.”

That shift is backed by data from the Society of Independent Brewers and Associates, which found one in four Gen Z drinkers now opt for cask ale.

Why Younger Drinkers Are Choosing Cask

There’s no single reason behind the comeback — but a few things stand out. First, it’s great value.

“It’s often the best value pint in the pub,” says Sullivan. “That’s a great starting point — but people stay for the quality.”

And that quality is key. Cask ale is a fresh, live product, brewed using traditional methods and served at its best in pubs.

“If people are spending their money, they want something special,” he adds. “Cask ales are authentic, artisanal, and steeped in tradition.”

A Different Kind of Beer Experience

Unlike keg or bottled beer, cask ale continues to ferment in the barrel. That means it has to be stored, handled and served with care — and that’s part of what makes it unique.

“Cask is a beautiful example of a brewer’s craftsmanship,” says Sullivan. “It’s served as fresh as it gets.”

It also creates a stronger connection between breweries and pubs.

“With cask, you’re trusting the pub to look after your beer and serve it perfectly.
That creates a real partnership — and that’s great for the industry.”

Something You Can’t Get at Home

One of the biggest advantages of cask ale is also the simplest: you can only really enjoy it in a pub.

“You can’t replicate cask at home,” Sullivan explains. “That makes the pub a crucial part of the experience — it’s something genuinely unique.”

That exclusivity is helping bring more people back into pubs, especially younger drinkers looking to try something new.

A Broader Taste for Beer

Changing tastes are also playing a role. The popularity of beers like Guinness has encouraged younger drinkers to explore beyond lagers.

“It’s opened people up to darker beers and more complex flavours,” says Sullivan.
“That curiosity naturally leads them to styles like amber, golden and cask ales.”

Discover Woodforde’s Cask Range

Woodforde’s Brewery produces a wide range of cask ales, from its award-winning Wherry to Nelson’s Revenge and Bure Gold, along with seasonal specials.

So whether you’re new to cask or rediscovering it, there’s never been a better time to explore what’s on the pump.