Beautiful Beer launch
Pubs that serve quality beer will get to display Michelin Star-style plaques to attract punters, under a new awards scheme launched today.
Licensees can expect beer sales to rise if they are awarded one of the prestigious Beautiful Beer plaques.
Under the new Beautiful Beer Awards scheme pubs can pay for an experienced Cask Marque assessor to check the standard of their beer.
Pubs that make the grade will get to display a special plaque.
Licensees can apply for two awards.
The Gold Award is based on the BII's Award in Beer and Cellar Quality and covers cellar management, beer dispense, bar presentation and the quality of the pint.
Hosts must pay £150 to apply.
To gain the Platinum Award, which has an application fee of £175, pubs must have passed the Gold Award but also offer a "beer experience".
A good choice of beers must be served in a range of glasses, along with beer menus.
Beer with food should be promoted.
The scheme is the next stage in the British Beer and Pub Association's Beautiful Beer campaign to improve beer's image.
The aim is to go further than the Cask Marque scheme by encompassing all styles of beer.
Accredited pubs will be included on Beautiful Beer's website, which shows punters where to go for a good pint. Trials have shown that beer sales can rise 3% at pubs that reach Gold standard.
Beautiful Beer chairman Peter Swinburn said:"The new scheme will reward those licensees who deliver a great beer experience in their pub, motivate others to improve their own beer offer and give consumers a clear nationally available sign of excellent beer."
Around 1,600 pubs are expected to apply this year. The BBPA expects 60% of pubs that apply will achieve Gold status - but only 2.5% will win a Platinum Award.
The awards are valid for one year with a "mystery shopper" visit after six months.
Hosts that don't meet the standards will be told why, and can re-apply for £40.
The awards were launched on Friday at Mitchells & Butlers' Doggetts at Blackfriars Bridge, London - one of the first venues to achieve a Gold Award.
For more information visit www.beautifulbeer.com
