One million cask beer ‘Try Before You Buy’ tasters will be on offer this September with the aim of giving consumers the opportunity to try Britain’s national beer style, and hopefully convert them into regular cask ale drinkers.
The sampling campaign, which forms part of Cask Ale Week on 17-27 September 2026, will see 10,000 pubs offer at least 100 freshly poured shots of cask ale.
This arrives at a time where research by the Society of Independent Brewers & Associates (SIBA) shows that 41% of consumers say a sample of cask ale would encourage them to try it; 28% say they would try cask if they knew more about it and 26% say they would try it on the recommendation of bar staff.
Samples will be offered in every style of cask ale, from light and hoppy pale ales via amber best bitters, to dark, smooth stouts. including low alcohol options. Customers at participating pubs can pick their style, enjoy a free taster, and hopefully go on to order a pint or two.
Andy Leman, head brewer at the Yorkshire-based Timothy Taylor’s family brewery, said: “Cask Ale Week is an excellent springboard to get drinkers talking about what makes cask beer so special, and why it remains vital to British pub culture.
“One of the most effective ways of encouraging people to drink cask ale is to give them a taster so that they can sample the beer, and appreciate the complexity and flavour of the many different styles brewed in this country.
“We know that there’s plenty of interest amongst 18-24 year olds in trying cask beer brands that are familiar fixtures on the bar, but which they may want to know more about flavour-wise. Giving these so-called cask-curious, and price-conscious, consumers a chance to try-before-they-buy could help increase the reach to a new generation of cask converts.
“During Cask Ale Week, we have an opportunity to share our passion for the country’s traditional cask ale brewing heritage by offering tasters in pubs to help strengthen the viability and longevity of the category, and give much-needed support to Britain’s pubs.”
Many pubs will also be offering taster flights of beer during Cask Ale Week, giving customers the opportunity to try a combination of cask styles, usually three one-thirds of a pint of different ales.
