Cask ales make a comeback

CASK conditioned McEwan’s 80/- is set to return to the on-trade this month as part of a limited edition campaign by owner Wells and Young’s.

The 4.2% ABV ale, which was discontinued in cask conditioned format in January 2007 but remained in keg style, is being reintroduced this month. It comes after Wells and Young’s, which acquired McEwan’s and Younger’s from Heineken in October, reintroduced Younger’s No 3, a 4.3% ABV cask ale, in March.
Chris Lewis, marketing director at Wells and Young’s, said the introduction of the month-long limited editions underlines the brewer’s commitment to the brands and the cask ale category.
“Permanent brands deliver over three quarters of volume sold in the on-trade and drinkers want tried and trusted brands,” he said.
“However, all our research shows that ale drinkers want a cask ale range that introduces high quality guest ales to a permanent range to retain a level of variety.
“We are therefore re-introducing these famous limited editions from two of the nation’s best loved and trusted brands to ensure licensees can continue to give their customers good variety and value.”