How CAMRA Can Attract More Young Members

At the recent CAMRA Young Members Spring Forum, I prepared most of the content that shaped the discussion, based on a detailed set of ideas I originally developed to attract younger audiences to CAMRA.

The suggestions below closely follow that original document, with only a few updates. Notably, there’s a potential shift towards using X/Twitter less prominently, a stronger focus on developing specific young member marketing materials beyond the pull-up banners used during Welcome Week, and a few extra ideas added during final drafting.

Here’s a full breakdown of the recommendations:

Building Stronger University and Student Connections

Embedding CAMRA directly into university life is key to building a lasting young membership base.

Seed CAMRA-Affiliated Student Societies

Suggestion: Form official CAMRA-affiliated societies at universities.

Why: Being an official society gives CAMRA a continuous presence at Freshers’ Fairs, university events, and access to student spaces. It formalizes the relationship and creates year-on-year recruitment potential.

Support Existing Student Societies with Venues

Suggestion: Reach out to existing student societies (not just beer or hospitality ones) and offer help finding venues for their socials or events.

Why: Providing practical support builds goodwill, introduces students to pubs and real ale venues, and positions CAMRA as a helpful ally rather than an outsider.

Collaborate with University Alcohol Awareness Campaigns

Suggestion: Partner with universities' responsible drinking initiatives.

Why: Linking with alcohol awareness campaigns strengthens CAMRA’s alignment with mindful, quality-driven drinking, resonating with how universities promote student wellbeing.

Support Beer-Related Academic Projects

Suggestion: Offer CAMRA support—such as access to data, interviews, and event spaces—to students completing hospitality, brewing, marketing, or social history dissertations and projects.

Why: This idea came up during discussions at the Members’ Weekend and was later highlighted as a strong addition. It fosters goodwill with key departments and positions CAMRA as a knowledgeable, welcoming resource.

Hosting the Right Kind of Events

Younger drinkers are looking for experiences, not just another pub crawl.

Partner with Independent Breweries and Taprooms

Suggestion: Host CAMRA events at independent brewery taprooms.

Why: Students and young people overwhelmingly prefer independent venues over traditional pubs, according to discussions with SIBA during the latest Members' Weekend.

Offer Low and Non-Alcoholic Beer Options

Suggestion: Feature low- and no-alcohol beers prominently at student events.

Why: Many students are drinking less alcohol but still value social spaces. This trend was confirmed by Welcome Week feedback and CAMRA’s "Pubs. Pints. People." podcast.

Host Taproom Tours and Educational Talks

Suggestion: Organize brewery tours, behind-the-scenes talks, and structured tasting events.

Why: Students want experiences where they can learn and explore, not just drink.

Promote and Leverage CAMRA Learn & Discover

Suggestion: Use the CAMRA Learn & Discover platform to run interactive learning activities at events and festivals.

Why: When young attendees had the chance to taste, learn, and engage at the Discovery Bar during CAMRA festivals, engagement levels were significantly higher.

Include Cider, Perry, and Beer Diversity

Suggestion: Broaden the range of drinks at CAMRA events by highlighting cider, perry, and lesser-known beer styles.

Why: Offering variety appeals to students who are open to exploration and keen to try something beyond bitter or golden ale.

Marketing and Communications Strategy

Modern communication methods are crucial to reaching young people effectively.

Instagram as the Primary Promotion Platform

Suggestion: Focus event marketing efforts on Instagram, especially Stories, Reels, and visual content.

Why: 57% of Manchester university societies use Instagram as their primary event platform—far ahead of Facebook or any other.

SEO-Optimized Student-Focused Content

Suggestion: Create blog content targeting student interests, such as "Top 5 Manchester Brewery Taprooms for Students," linked directly to CAMRA activities.

Why: Organic search remains one of the strongest ways students discover local events and venues, and SEO content provides long-term visibility.

Incentivize Social Sharing

Suggestion: Offer small rewards like free pints or prize draw entries to students who share CAMRA events on their social media.

Why: Peer-to-peer promotion is extremely effective among younger audiences, who trust personal recommendations more than official ads.

Strategic Positioning of CAMRA’s Image

Subtle shifts in CAMRA’s image can make it more appealing to a modern young audience.

Focus Event Timing Around Student Loan Drops

Suggestion: Time major recruitment events to immediately follow student loan disbursements (late September/early October).

Why: Students are often financially stretched at the start of term. Early Welcome Week events had lower spending because loans had not yet landed.

Lean into Craft Beer and Modern Real Ale

Suggestion: Frame real ale as part of the broader craft beer movement, emphasizing artisanal production, local breweries, and beer diversity.

Why: Younger drinkers are highly familiar with the craft beer ethos, and many real ales meet the same quality and authenticity standards they value.

Conclusion

Young people are not necessarily disinterested in real ale, cider, or pubs—they expect modern, thoughtful engagement.

By seeding student societies, offering varied and educational events, promoting responsibly, communicating through the right platforms, and aligning CAMRA’s image with today’s beer culture, we can make a real, lasting impact.

These recommendations aim to ensure that CAMRA not only recruits young members but also inspires a new generation to carry the torch forward.