A chilled version of the biggest selling cask beer in the country is to be made available in a trial that could attract new people to the category.
The Molson Coors-owned Sharp's Brewery has revealed that it is conducting trials with Doom Bar Extra Chilled in eight Mitchells & Butlers pubs.
It will appear on the bar alongside the standard version on Doom Bar but will be dispensed at a cool eight degrees Celsius – the same temperature as a pint of premium lager.
The move will cater for the 70 per cent of people who told this year's Cask Report that they would prefer cask served at a cooler temperature.
On top of that, inspections this summer by Cask Marque revealed that a quarter of pubs were serving cask above the recommended temperature of between 11 to 13 ̊C.
James Nicholls, Senior Brand Manager at Sharp's Brewery said: "Doom Bar Extra Chilled is an exciting opportunity for us to respond to changing consumer trends, and appeal to both traditional ale drinkers as well as new audiences."
It will also aim to inject some life into overall cask sales which have dropped 20 per cent over the last five years.
- Read more about the findings in this year's Cask Report here.