Molson Coors UK chief Mark Hunter has called for beer menus in every on-trade premises — as part of a concerted effort to revive the UK beer market.
Hunter gave an impassioned plea for "beer champions" to breathe new life into a sector that has declined by 18% between 2005 and 2010.
Addressing fellow brewery bosses at the International Brewing Convention 2010, Hunter said Britain's love affair with beer is in "serious jeopardy".
Its share of the alcohol drinks market has fallen from 70% in 1970 to under 40% now, with beer being replaced for many by "more relevant, unisex, innovative, exciting categories".
"Today I call on all of those in leadership positions within the beer industry to step up to their obligation to lead for the growth of our category.
"I put it to you that we are at a watershed, a real tipping point for our industry and the need to champion our industry with one voice has never been clearer."
Hunter called for the whole industry to "unite and educate by celebrating the diversity of beers available".
Crucial to this is beer menus, he said, citing the impact that these have had in Spain.
"Today I invite the Beer Academy to lay down a clear and consistent set of beer descriptors with universal appeal and which talk to drinkers in an engaging, motivating way.
"At Molson Coors we will adopt these and I would challenge everyone here today to commit to the use of consistent language and the introduction of beer menus into every on premise outlet across the UK."
He added: "How many restaurants ask their customers to guess what's available when they are seated?"
Hunter urged a "re-think" on beer to attract more women, and called for greater innovation — saying "not much" new has been offered since flat-top cans were introduced in the mid-1950s.
He also urged engagement with policy holders on areas such as minimum pricing, "or we will be the industry that says no and as such we will be the industry that has no say".
Hunter concluded: "It is time right now for Beer Champions to stand up for the category and pull on the vast knowledge and imagination we have to create an inclusive, profitable, responsible future for beer."