I wanted to share this little video from a campaign we have just launched with our client Black Sheep Brewery. We partnered with comedian Maisie Adam to create an interesting “Mean Tweets” style video piece about cask beer. The idea was we wanted to dispel some of the common misconceptions that surround cask beer, and tackle the cask trolls, head-on and we got some amusing results. I mean what did we expect with the social web.

Maisie has done numerous comedy shows like Mock the Week, Have I Got News for You, and 8 Out of 10 Cats. 

Despite being the ‘original craft beer’ – rich in flavour, variety and heritage – cask beer has experienced a steady decline for several years due to changing consumer habits, the growth of other drinks categories, and repeated pub closures during lockdown. So our favourite Masham-based brewery is on a mission to change this, with its high-profile ‘Drink Cask Beer’ campaign launched back in February.

Since then the brewery has worked with spoken word artist, Matt Abbott, to commission a bold, powerful poem detailing the history, tradition, and relevance of cask ale for all. Abbott’s poem was then performed in thought-provoking video production, featuring Bradford actress, Chantelle Pierre.

We also helped them create a pop-up pub The Breathe Inn, beneath Yorkshire’s iconic Ribblehead Viaduct, serving only its new carbon-neutral cask beer, Respire, to offer hikers a moment of respite as they take on one of Yorkshire’s famous three-peaks routes.

About Chris Norton

Chris Norton is the founder of Prohibition and an award winning communications consultant with more than twenty years’ experience. He was a lecturer at Leeds Beckett University and has had a varied PR career having worked both in-house and in a number of large consultancies. He is an Integrated PR and social media blogger and writes on a wide variety of blogs across a huge amount of topics from digital marketing, social media marketing right through to technology and crisis management.