Cask beer sales in Scotland have been growing at a faster rate than anywhere else in the UK. Albeit from a small base, the graph shows cask sales have rocketed up over the last few years. That said, Scotland still punches below its weight when it comes to the ‘propensity’ to drink cask conditioned beers. In other words, Scotland accounts for 8% of the British population but only 4% of cask beer sales. In contrast, people in the south and east of England account for 19% of the total population but 24% of cask sales.
So there is still a lot to go for in Scotland. More and more pubs are trying cask beer as a way to tempt in new customers, and those customers are more willing to try locally produced quality beers. Demand is growing and supply needs to keep up. It is also true to say that cask beer is being drunk by more people in more pubs but that a lack of knowledge or information remains the biggest barrier to trial. Improving that knowledge is of paramount importance.
Source: CGA Strategy
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