'It’s Better Down The Pub’ will encourage pub goers to share their experiences and highlight why they love pubs via a dedicated website, Facebook and Twitter.
The national initiative is the brainchild of six organisations that came together to make a film showcasing the integral part pubs play in every day British life.
Admiral Taverns, the BII, Everards, Fuller’s, Pub is the Hub and SIBA (Society of Independent Brewers) wanted to promote pubs more positively, “against the backdrop of negative headlines and a pub closure rate that peaked at more than 50 per week”.
A raft of other companies and organisations are supporting the move, including Britvic, Christie + Co, the Campaign for Real Ale, Diageo, Heineken, Gamestec, the Independent Family Brewers of Britain, Matthew Clark, Poppleston Allen, Sky, Stonegate Pub Company and Venners.
A six-figure sum has been raised to fund the campaign.
BII chief executive Tim Hulme said: “The pub is an integral part of our culture. It’s important that we encourage our customers to celebrate the enriching impact this great British institution has on our lives, as well as the special people that run them.
“It’s Better Down The Pub provides a fantastic opportunity for pubs and licensees to drive a positive message about pubs, and if we can encourage our customers to make an extra visit here and there, then that would be fantastic too.”