“Despite its decline, lager has done little to proactively seek to address falling sales – perhaps an indication that for many years the category found growth so easy to come by. Apart from the ice-cold serve, there have been few, if any, genuine innovations in the sector over the past ten years.”

"Consumers are looking for added value when it comes to drinking, which operators have the chance to provide through emotive promotions such as the focus on Britishness and local brewing rather than price competition."

Despite a well-documented revival in cask ale sales over the past two years, there is much more ale brewers can do to maximise its potential.