The Brewed for You scheme allows pubs to present a cask beer with a personalised pump clip sporting the name of the pub and their chosen name for the beer.
Inspirations for beer names have come from local football teams, regular customers and nicknames for staff.
The initiative, based on a 3.6% ABV English bitter brewed by Marston's, was successfully trialled earlier this year in selected pubs.
Julie Pringle of the Scotch Piper in Lydiate (Lancashire) was one of the first Admiral pubs to take Brewed for You beer. She said: “As the Piper is one of the oldest inns in Lancashire, dating back to 1320, we called our beer ‘1320 Piper’.
“It’s been nothing short of fabulous – the best thing is that it creates a talking point and is unique to our pub. It’s a really good-quality session beer, and has been so popular that it’s now permanent.”
Admiral Taverns CEO Kevin Georgel said: “We’re delighted with the success of the scheme, which has really taken off with our licensees. It has created a real talking point; serving a beer unique to the pub is proving a fantastic way to engage with customers. Many of our participating pubs are seeing a significant uplift in sales, which is what it’s all about – genuine business-building support for our licensees, which gives their customers more to reasons to visit.”