Beer brand Pilsner Urquell has teamed up with Mensa in a scheme that will result in one brainy licensee winning £10,000.
The Smartest Pub Competition will see customers at selected pubs offered Mensa quiz cards whenever then buy a Pilsner Urquell.
If they solve the puzzle they will be entered into a draw to win a trip the brewery in Pilsen in the Czech Republic.
The licensees at the 10 pubs that have the most entries will also be flown out to pitch their ideas for growing the brand to judges - with the winner scooping £10,000.
Gillian Loudon, customer marketing manager from Miller Brands, said: "This really is a first for us in terms of working with an organisation such as Mensa and we're delighted to be working with them on this project, utilising their experience and knowledge to create a fun yet challenging promotion for consumers.
"It is also a great opportunity for a licensee to demonstrate their entrepreneurial and business skills to our panel of judges and bring their business dreams to life."