A cross-industry initiative to modernise the cask beer sector, launching in February next year, is looking for pubs to take part in a pilot study.

The Drink Cask Fresh campaign seeks to attract younger drinkers, most of whom believe bottled lager is fresher than a pint of real ale.

The initiative is an opportunity for brewers, publicans and industry bodies to come together to support the cask beer sector, which is in serious decline.

It uses a range of eye-catching point of sales materials to modernise the look of cask beer in pubs, such as handpull wraps, glassware, and promotional materials. This is accompanied by a digital experience to help customers learn about cask beer’s USPs – such as the fact that it is artisan, fresh, handmade and usually locally produced.

The campaign raised money to launch the project in 30 pubs across the UK – all of which will be twinned with a control pub – for a 10-week research project to assess the impact of the new look of cask on sales and consumer’s perceptions about the freshness of cask.

Organisers hope the pilot will encourage significant backing for the campaign across the industry, with a national launch planned in June.

Drink Cask Fresh co-founder Neil Walker said: “When we undertook the initial research for this project, we were astounded to discover that most pub-goers believe bottled lager is the freshest beer in pubs despite the reality that it was almost certainly brewed much longer ago than the cask beer.

“A major goal for this campaign will be to highlight to consumers that cask is the freshest, most hand-crafted, and naturally carbonated beverage on the bar."

The campaign has received the support from CAMRA, SIBA, BBPA, IFBB plus Lincoln, Robinsons, Asahi, Greene King, Hog’s Back, Timothy Taylors, Arkells, Harvey’s, Shepherd Neame and Wadworth breweries.

Organisers are seeking pubs to take part in the pilot study. Contact katie.wiles@camra.org.uk if interested.