Egg-head licensees will need brain as well as beer power if they are to be in with a chance of wining £10,000 to help boost their business.
Czech lager Pilsner Urquell has joined forces with Mensa to test the little grey cells of consumers and licensees in a new campaign aimed at boosting sales of the lager brand, encouraging the on-trade to be more innovative.
The Pilsner Urquell Smartest Pub Competition will launch in May through selected draught stockists. Mensa has created a series of puzzle cards, which will be given to consumers, who will be in with a chance of winning a trip to Prague if they solve the puzzle correctly.
The licensees from the 10 pubs with the most correct consumer entries will then be flown to Pilsner Urquell HQ in Pilsen to pitch their idea on how to grow their business and Pilsner Urquell sales before a panel of judges. The winner will get £10,000 to spend on his or her idea.
"This is really a first for us in terms of working with an organisation such as Mensa," said customer marketing manager Gillian Loudon.
"The competition has been designed to create maximum impact with minimum fuss. Licensees can activate at a time convenient to them, such as at a break in their existing quiz night."