Miller Brands is launching a campaign in 500 pubs for its Pilsner Urquell beer to tie in with its sponsorship of golf's Open Championship.
The year-long Legends campaign features legends from the worlds of sport, film, music and technology.
Participating pubs receive a Pilsner Urquell Legends toolkit, with information on boosting Uequell sales, and a chance to win a day at the Open in Kent for their team.
The consumer part of the campaign comprises trivia cards given out with every pint of Pilsner Urquell and the chance to enter a competition to win a VIP trip for two to the championship.
"World beers offer a great opportunity for the on-trade, providing greater cash margin than mainstream lagers," said director of trade marketing Laura Edwards.