It may be Britain’s national tipple, but beer is under threat, and cask beer in particular.
Having been in steady decline for over a decade, pub closures during lockdown saw the industry take a serious hit. And now the cost-of-living crisis is putting further strain on the drink – with recent Campaign for Real Ale (CAMRA) predictions suggesting the price of a pint could hit £20 by 2023.
One brewery has stepped up to the mic to make the case for real ale, however. Black Sheep Brewery has enlisted the support of Leeds agancy, the ironically named in the circumstances Prohibition, and rap artist, Jester Jacobs, as part of its ‘Drink Cask Beer’ campaign to save the national drink and recruit new drinkers to the category.
Black Sheep has commissioned Jacobs to write and perform an honest, light-hearted rap about all things cask beer – detailing everything from the amazing qualities of the drink, to the unique brewing process, as well as the wider issues facing the cask beer industry and British pubs.
The rap video is part of Black Sheep’s year-long ‘Drink Cask Beer’ awareness campaign – a bold attempt to attract younger drinkers to the category and help to reposition cask beer as a diverse, progressive and relevant drink in today’s broad market. In turn, Black Sheep hopes to help stabilise the decline of this most iconic British drink.
