Leeds integrated PR agency Prohibition has partnered with Black Sheep Brewery to launch a new cask beer campaign.
As the Yorkshire brewery marks its 30th birthday, it is targeting younger adults with its new ‘Drink Cask Beer’ campaign to tackle the misconceptions around the drink.
Through the new campaign, the agency and brewery has started working with a variety of young creatives in the region to tell the story of cask beer.
To launch the campaign, the brewery partnered with Matt Abbott, a spoken word artist, poet, educator and activist from Wakefield, who has written a poem detailing the history, tradition, and relevance of cask beer. In a video production, the poem has been performed by Bradford actor Chantelle Pierre.
Black Sheep will continue its campaign over the coming months and plans to continue working with regional talent including artists and comedians on various creative projects.
Charlene Lyons, Chief Executive at Black Sheep Brewery, said: “We want to challenge the misconceptions about cask beer and encourage new drinkers to swap their lager or wine for an authentic taste of real ale.
“Beyond making cask beer more visible to younger people, the ‘Drink Cask Beer’ campaign will look to educate people about this amazing form of beer, helping them understand the difference between cask and keg, what makes a good pint and where they can go to get the best examples.”
