Star Pubs has partnered with 30 brewers from across the UK to launch a free cask ale training programme designed to help publicans improve quality and increase sales.
Called Hello Cask, the programme forms part of a wider package of cask ale support from Star Pubs and has been launched to coincide with Cask Ale Week.
The training was developed following research with participating brewers into some of the most common barriers preventing publicans from stocking and serving cask ale.
Content includes step-by-step guidance on conditioning, common mistakes and practical advice intended to help operators deliver consistent quality.
The programme has been divided into short modules that can be accessed by publicans and their teams at any time, with material presented through checklists and videos filmed at breweries.
Hello Cask complements Star Pubs’ existing guest ale programme, which the company says has helped participating pubs outperform the wider market during 2026.
Nearly 70% of the Star Pubs estate currently stocks cask ale, with the company aiming to encourage further adoption.
Caren Geering, Central Operations Director at Star Pubs, said: “We know publicans are busy – with Hello Cask they can benefit from training without the need to leave their pubs, including sessions filmed in breweries.
“Thanks to the participation of brewers around the UK, the training provides a truly national approach to the cask category.
“In a cost-of-living crisis, customers are seeking out quality and an experience they can’t replicate at home when they choose where to go out. A great cask ale offer will deliver this.
“Nearly 70% of our estate currently stocks cask ale. We’re committed to getting even more on board and to supporting our pubs in achieving the perfect pour – it’s the way to outperform the market in any drinks category.”
Star Pubs is also marking Cask Ale Week with the launch of Marmalade Best, a limited-edition beer brewed exclusively for Star Pubs and Heineken UK on-trade customers by Timothy Taylor’s.
For every pint sold during the beer’s three-month availability, 20p will be donated to Marmalade Trust, with the initiative aiming to raise up to £20,000 for the loneliness charity.
Star Pubs has supported Marmalade Trust since 2023.
Geering added: “We’re starting to see green shoots of growth in the cask sector with younger pub goers and women discovering it, particularly in high street venues.
“Over time we expect this trend to take off in community pubs. More fruity flavours, such as the citrus notes of Marmalade Best, are proving particularly popular with the younger demographic.
“Cask is a product that people love to talk about and lends itself to discussion, making it the ideal drink to raise funds to aid people experiencing loneliness.”
Andrew Leman, Head Brewer at Timothy Taylor’s, said: “Working with Star Pubs to create Marmalade Best has been a real joy for our brewing team.
“We set out to craft a beer that balances bright citrus aromatics with the depth and smoothness people love in Timothy Taylor’s cask ales – and Marmalade Best delivers exactly that.
“Its vibrant, zesty profile strikes a chord with drinkers and will help drive increased interest and demand for quality cask across the bar.”