Real Ale targets the under-30s

The Campaign for Real Ale (CAMRA) is to launch a PR offensive to persuade adults under 30 who have never tried real ale to drink it for the first time.

The body, which has traditionally targeted older age groups, fears real ale products may not survive if the drinks do not appeal to young pub-goers.

The campaign begins on 2 August with the publication of a survey on how many 18 to 30-year-olds are currently drinking real ale and what would encourage them to try it.

CAMRA will use the findings to raise awareness among its target audience about its Great British Beer Festival, which runs from 3- 7 August.

It is also publicising its ‘blind beer tasting challenge’ to young drinkers.

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