Traditional ale brands could receive a knock-on autumn sales boost in the off-trade as a result of a cask beer sampling campaign in pubs.

The campaign will run during Cask Ale Week, from September 17-27, with 1 million try-before-you-buy samples offered to customers across 10,000 UK pubs. There will be a particular focus on educating younger adult drinkers about cask beer.

Independent brewers trade body SIBA says its research shows that 41% of consumers would be encouraged to try cask ale by being offered a sample.

Timothy Taylor’s Landlord is the UK’s best-selling cask ale brand by both value and volume, and head brewer Andy Leman said: “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 among 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.”