Each Cask Marque pub will receive a new annual certificate with a unique QR (Quick Response) code on it for the customer to scan with their smartphone when they visit the pub.
Consumers will need to register on their smartphone to start the trail, and will receive a prize donated by Cask Marque corporate members when they visit a set number of pubs.
The app also lists beers on sale at the last pub the user visited, and provides information on beer festivals.
National Cask Ale Week, organised by the Campaign for Real Ale and Cask Marque, will run from 1 to 9 October this year.
Cask Marque director Paul Nunny said: “It is forecast by the end of 2012 that 60% of users will have a smart phone, as people upgrade their phones.
“The use of QR codes on our annual certificates will enable customers to record their visit to each pub. It will also allow us to monitor usage and inform pubs of the extra footfall created.
“Currently 46% of cask ale drinkers recognise the plaque. This technology will inform customers if an outlet’s Cask Marque membership has expired, thus safeguarding our credibility.”
Visit www.caskaleweek.co.uk for more information on the week.
