by
Stephen Chapman
Black Sheep Brewery in North Yorkshire, has enlisted the help of Maisie Adams to challenge the stereotypes of cask beer.
The campaign, created by Prohibition, will see the comedian film a “mean tweets” style video, reading some of the “negative, false and downright hurtful” things people have said about the product.
It’s the latest element in a year-long promotion, to get people to drink cask beer.
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“Over the years, cask beer has found itself unfairly categorised as a drink for the older generation – and one for men in particular. But this quite simply isn’t true!” explained Charlene Lyons, Chief Executive at Black Sheep Brewery.
“We believe the cask category needs genuinely disruptive campaigns like ‘Drink Cask Beer’ to help the category back into growth. We’re so passionate about cask and we’re keen to lead the movement and reposition it with new and lapsed drinkers.
“There’s so much variety in cask beer now that it really is a drink for everyone, and we were keen to tackle the ‘haters’ head on, but in a fun way. And we felt Maisie was the perfect partner to help us do this – she’s an amazing comedian, down-to-earth and best of all – from Yorkshire!
“It was an absolute joy – and a great laugh – to welcome Maisie to the brewery to fight back at some of cask beer’s biggest online trolls. In Maisie’s own words – “look, just drink cask beer! It’ll change your life”.
