Carlsberg UK has launched a £200,000 beer quality awards scheme to reward licensees for high product standards.
The money will be invested in a programme of trade quality visits and audits by expert Trade Quality managers across the UK.
A top standard outlet will be awarded a Carlsberg Gold Award — a gold plaque, personalised certificate and external banner.
Silver and bronze awards will also be distributed with all outlets receiving advice on how to improve their beer dispense and sales.
Five pubs have so far achieved Gold Award status.
"The Carlsberg Gold Awards are all about product quality, cellar hygiene, dispense techniques, glassware and equipment cleanliness," said customer marketing director David Scott.
"These are all areas that help get our products to the consumer at the highest quality."
"We want these awards to be seen as a stamp of quality for all beer in our customers' outlets - we want to enable licensees that put the effort in to serve the perfect pint to shout about the quality of their establishment."
All Carlsberg UK free trade direct delivered customers can participate in the quality audits.