Real ale could finally be shedding its 'beardy' image as its popularity grows among women and young people in general.

Research by the Campaign for Real Ale (CAMRA) has found that the proportion of people aged between 25 and 34 who have tried traditionally-brewed British beer has soared in the past two years.

Just over 50 per cent have given real ale a go – compared to 28 per cent in 2008.

The number of female real ale drinkers has also doubled – from 16 per cent to 32 per cent.

Drinkers in The Pub, CAMRA'S Leicester Pub of the Year 2010, in New Walk, could be typical of a new breed.

Christina Bird is a nurse from the West End, a real ale devotee and CAMRA member of five years.

The 35-year-old said: "Real ale has more taste to it – I find lager too gassy. It's also an ethical thing with me as I like to support independent British brewers.

"Most of my circle of friends prefer real ale. We go to beer festivals together but it's not about getting drunk – it's a very social thing.

"My favourite is True Grit, by Millstone – I think it's a Manchester brewery."

Tonni Leach, 20, from the city centre, said: "I'm a real ale fan. It was something I was brought up with.

"I don't really get the weekend clubbing thing and would rather chat to my friends in a friendly atmosphere over a drink.

"There's so many different types of real ale so most people can find something they like."

The Pub has 33 beers on tap at any one time, some brewed as little as a mile away.

Manager Paul Summers said: "Two-thirds of what we sell is real ale and more and more of our customers are younger lads and women.

"We get a lot of students who probably enjoy a pint with their dads at home and were introduced to real ale that way but we see many people having a taste for the first time.

"The whole thing about middle aged blokes in cardigans and sandals is disappearing.

"It's almost a cool thing now and appeals to upwardly mobile young people.

"You still get the odd 'beardy' bloke come in for a pint – but then again it wouldn't be real ale if they didn't."

Steve Hoskins, licensee of the Ale Wagon, in Rutland Street, said: "Young people want to try something different and seem happier to experiment and push the boundaries.

"It's also a generational thing – you've had your alco-pops and designer lagers – now it's real ale's turn."

Keith Williams, chairman of the Leicester branch of CAMRA, said: "Variety is key. A few decades ago the only traditional beers you had were mild or bitter but now there's a beer to suit everyone's taste.

"Membership among younger people is growing and it's very encouraging – us old 'uns won't be around forever."

There are about eight real ale breweries in Leicestershire and Rutland, including the Langton Brewery, near Market Harborough, which supplies beers such as Caudle Bitter, Bowler, Inclined Plane and Hop On, to Leicester's Phoenix Square.

Brewer David Dyson said: "I think younger people not only like the taste and variety of real ale but they also want to support local brewers."

www.leicestercamra.org.uk