The Perfect Pint Promise is positioned as the first independent, industry wide accreditation for draught serves and has already secured backing from some of the sector’s largest brewers and pub groups.
Paul Nunny, founder and managing director of Cask Marque, which will administer the scheme, said the goal was to protect a core part of the pub experience.
“The pint is a symbol of everything that makes the Great British pub special,” he said. “The Perfect Pint Promise is about safeguarding that experience. By working together as an industry, we can ensure customers get the best quality pint, wherever they are in the country.”
The initiative has emerged against a backdrop of increasing consumer scrutiny and falling satisfaction. According to research, nearly half of pints served currently fail to meet expected standards, while operators face duplicated quality schemes, inconsistent benchmarks and rising wastage costs.
Industry backing
Supporters include Heineken, Greene King, Molson Coors, Admiral Taverns, Punch, Mitchells and Butlers, Stonegate Group, Diageo, Asahi, AB InBev, Star Pubs, St Austell Brewery and Lucky Saint.
“This is a true cross industry effort,” Nunny said. “The strength of support we have received shows how seriously brewers and operators take quality.”
Admiral Taverns was involved in early trials. Chief executive Chris Jowsey said the pilot showed measurable operational benefit. “The results showed us how we can improve beer quality consistently through additional training for pub teams. This ultimately results in better customer service and increased profitability.”
Heineken on trade sales director Will Rice highlighted the importance of training across the serve cycle. “We rely on the pub and in particular bar staff playing their part in delivering the perfect pint in the glass. The training element in this programme covering both cellar and bar staff will play a crucial role.”
Five step accreditation
Accreditation is built around a structured five stage process covering cellar standards, serve, presentation and ongoing compliance. It includes:
- Cellar audits - 7,000 cellars have already been assessed under the model, with JD Wetherspoon achieving five-star ratings across all 802 pubs
- Pour and presentation assessments
- Beer in the glass checks for temperature, aroma, clarity and taste
- Training delivered through online platform Beer Pro
- Feedback and tailored recommendations based on assessor visits and consumer response
The framework is designed to give operators a clear, repeatable pathway to maintaining quality while protecting brand integrity for suppliers.
The programme will be managed by Cask Marque, a not-for-profit body recognised for its long-standing work on cask ale standards. Its 65 assessors undertake more than 20,000 pub visits a year.
“By using that expertise and independence, the Perfect Pint Promise will have the trust and rigour needed to make a real difference,” Nunny said.
Benefits for all
The scheme aims to support licensees through best practice cellar management, training and improved yields, with brewers and pub companies benefitting from a universal national benchmark. For consumers, the accreditation is intended to provide confidence that participating venues meet a consistent standard of serve.
A wider on trade communications plan including in venue materials, digital assets and a national marketing campaign will follow as the scheme rolls out.
