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Real ale has long been talked up as a growing drinks sector, with references to its increasing popularity among women and young people and its move away from the traditional stereotypes. The Cask Report 2010-2011 – independently written and backed by the Campaign for Real Ale (CAMRA) and major brewers – says the number of women drinking cask ale (real ale sold on-trade through hand-pumps) doubled between 2007 and 2008, while the number of 18to 24-year-old cask ale drinkers rose by 17 per cent from 2009 to 2010.