Coors is launching a darts competition offering drinkers the chance to take on Phil "The Power" Taylor, the 13 times World Darts Champion.
"The Worthington Masters" initiative will kick off in Wales in April. Consumers enter the competition by taking part in knockout tournaments to become crowned champion of their pub. Players who prove they are "Worthy" will play Taylor at one of the 16 regional grand finals held up and down the country throughout the year.
Coors said the prize gave pubs a unique opportunity to drive traffic into their outlet and increase the amount of time customers stay there.
British ales brand manager for Coors Brewers, Ian Ward, said: "This is a really exciting competition that will give customers another reason to visit an outlet. Licensees can create a real buzz on a quiet week night, resulting in increased sales and profits."
He added that Worthington's would provide full training and in-outlet PoS for licensees to run the competition.
Coors will also back the competition with a high-profile national launch, as well as advertising in the regional press.