Leicester brewer Everards is signing up brewers in their droves to its new tasting notes scheme which aims to get more people drinking ale.
Carlsberg is the latest brewer to show interest in signing up to the new format which launched in February and provides drinkers with simple tasting notes on each beer's pump clip, as well as beer mats and drip mats.
Bitter or sweet scores are given out of five and everyday language is used to describe each beer's "see, smell, and taste" profiles.
Everards' head of marketing David Bremner, who came up with the idea for the scheme, said: "We launched it initially just for Everards ales, however, it works best when you see 10 or so different beers compared to each other. It helps drinkers understand what they like about a particular beer, and therefore, which other beer they would like."
In mid-April Bremner invited 18 regional brewers up to the brewery in Leicester to explain why they should get involved.
So far 16 regional brewers have opted to use the scheme, including Caledonian, Wadworth, Hook Norton, Batemans, Charles Wells and Fuller's.
Each brewer's tasting notes are created by an independent taster: for Everards this was the Beer Academy's George Philliskirk.
Carlsberg last month called Bremner saying it was interested in getting on board.