Lager giant Carlsberg has launched an awards scheme for licensees who achieve the top level of product quality.
Pubs that achieve top marks following visits from trade quality experts will be given the Gold Award, which includes a plaque and banner for the pub.
There are also silver and bronze awards for licensees. All outlets visited in the £200,000 scheme will be given tips on how they can further improve dispense and sales.
David Scott, Carlsberg UK customer marketing, said: "The Carlsberg Gold Awards are all about product quality, cellar hygiene, dispense techniques, glassware and equipment cleanliness.
"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 Trade Quality audits.