Cask ale drinkers spend more in pubs than other customers

Some 42% of cask ale drinkers visit the pub once a week or more and they also spend significantly more per trip than other customers, according to The Cask Report 2018​.

The figures, calculated from YouGov, showed that contribution to pub tills on food and drink of almost £1,030 a year is £240 (30%) more than the average pubgoer spends.

Top spenders​

When it comes to big nights out, cask drinkers are the top spenders among beer drinkers with almost a quarter prepared to spend £50 or more.

Their expenditure has risen 6.5% in the past two years and the number of people who say they have drunk cask ale is also up, compared to 2015.

The report also revealed the average spend in the pub per year by drinker with all adults spending £770. Craft drinkers spend £897, lager drinkers spend slightly more at £981 and cask tops the list with £1,029.

Pricing policies​

The report also revealed the 90% of cask drinkers don’t’ have a specific amount of money in mind when they go out for a drink.

It stated this was significant for pubs when creating pricing policies and that one quarter (25%) of pub managers, 16% of tenants and leaseholders, and 14% of freehouse operators believe there is an opportunity to increase cask prices.

However, alcoholic strength is a key consideration as real ale drinkers prefer beers under 4% ABV at lunchtime and more than 4% ABV in the evening.

The report therefore urged licensees to offer a range of cask options at lower strengths to build daytime trade and higher strengths to build evening business.