Hawke, who is enjoying ongoing success with its commitment to cask beer, especially in overseas markets, said more breweries could benefit from cask if they did what was necessary to “mitigate the technical and commercial challenges”.

Bristol-based Moor Beer has become the first brewery to continuously supply British cask beer to the Italian market.

It’s one of 20 export markets catered for by the brewery and they work with local distributor Ales & Co to provide cask beer for Italian clients.

But Hawke, who is a keen advocate of cask beer, said there are a number of reasons why other breweries aren’t focusing on such markets.

He explained: “Beer is about passion and quality, not trends. The explosion of brewery numbers in recent years is fantastic, but many new entrants (and some older brewers) struggle to know what defines themselves.

“Jumping on the next trend, be it sour beer, juicy styles, can or cask will usually disappoint because deep down there is no connection and no commitment.

“Drinkers see through it after a relatively short time.  If you’re committed to cask and do what is necessary to mitigate the technical and commercial challenges, then it is worth exploring.  If not, then figure out and stick to what defines you.”

Hawke added that cask is working for Moor Beer in Italy thanks to three key reasons.

He said: “Our success in Italy can be attributed to several factors.  Firstly, and most importantly, the Italian lifestyle centres around quality food and drink. They only accept the best and spend the best parts of the day socialising with friends over a meal and drinks.

“They have recognised for years that Moor Beer leads the way in terms of quality, flavour, and interest.  People often say, “I taste your hand in the beer.”  Secondly, Italians have a keen fashion sense, and recognise the fantastic branding and packaging that we have, an image that focuses on timeless quality, not trends.

“Thirdly, I personally spend a lot of time in Italy, working with brewers, chefs, publicans and drinkers, developing relationships that transcend a typical customer/supplier experience.  We run many fun events throughout the year that really engage people, and are consequently welcomed more as family than as brewers.

“Combining all of these factors, they have always loved our beer in keg, bottle and can.  Cask takes the experience one step further with a sense of theatre and authenticity that they crave from their favourite British brewer.”