Britain’s pubs will be offering a million free Try Before You Buy beer tasters during September’s Cask Ale Week.

The sampling campaign will see 10,000 pubs offer at least 100 freshly poured shots of cask beer each throughout the week, which runs from 17-27 September.

The aim is to give younger drinkers in particular the opportunity to try Britain’s national beer style and hopefully convert them into regular cask beer drinkers.

Research by the Society of Independent Brewers and Associates (SIBA) showed:

– 41 per cent of consumers say a sample of cask beer would encourage them to try it

– 28 per cent say they would try cask if they knew more about it

– 26 per cent say they would try it on the recommendation of bar staff.

Samples will be offered in a range of beer styles including low-alcohol options. Customers at participating pubs can pick their style, enjoy a free taster and, hopefully, go on to order a pint or two.

With Timothy Taylor’s Landlord the UK’s best-selling cask beer brand by both value and volume, Andy Leman, head brewer at the Yorkshire-based family brewery said: “Cask Ale Week is an excellent springboard to get drinkers talking about what makes cask beer so special, and why it remains vital to British pub culture.

“One of the most effective ways of encouraging people to drink cask ale is to give them a taster so that they can sample the beer and appreciate the complexity and flavour of the many different styles brewed in this country.

“We know there’s plenty of interest among 18–24-year-olds in trying cask beer brands that are familiar fixtures on the bar, but which they may want to know more about flavour-wise. Giving these so-called cask-curious and price-conscious consumers a chance to try before they buy could help increase the reach to a new generation of cask converts.

“During Cask Ale Week, we have an opportunity to share our passion for the country’s traditional cask ale brewing heritage by offering tasters in pubs to help strengthen the viability and longevity of the category, and give much-needed support to Britain’s pubs.”

Many pubs will also be offering taster flights of beer during the week, giving customers the opportunity to try a combination of styles, usually three thirds of different beers.