Cask Marque Rebrands Beer Marque as Perfect Pint Promise to Raise Draught Beer Standards

Cask Marque is rebranding its all-beer accreditation, Beer Marque, as the Perfect Pint Promise following extensive consumer research and an industry trial. Cask Marque has secured copyright and trademark protection for the Perfect Pint Promise logo, giving pubs and consumers a clear quality mark for draught beer and cider.

The Perfect Pint Promise is designed to give beer drinkers confidence that participating pubs are committed to consistent beer quality, trained service and a better customer experience. The accreditation will focus on:

• A 5-star Beer & Cellar Hygiene Rating, modelled on the Food Standards Agency hygiene ratings

• Bar staff trained in beer service and handling through the award-winning e-learning programme - Beer Professional or 'Beer Pro'

• Pour and presentation

• Clean and branded or appropriate glassware

Existing Beer Marque accounts will be rebranded under the Perfect Pint Promise and supplied with new point-of-sale material. Consumers will be encouraged to share feedback on beer quality and service through an established pub finder app, with invaluable feedback made available to pubs and brand owners.

The new accreditation has the support of national brewers and pub operators.

Will Rice, On Trade Director at Heineken UK, said: "The whole industry, both brewers and retailers, need to back this accreditation as a way of ensuring that the beer drinker not only receives a great pint but has a memorable experience in the pub that can't be replicated at home."

Chris Jowsey, CEO of Admiral Taverns, said: "For most pub goers, a great quality pint of draught beer (or cider) is at the heart of an enjoyable visit to any of our great British pubs. The Perfect Pint Promise aims to help licensees ensure they are consistently delighting their customers with a high-quality draught pint, every time, which is why Admiral Taverns chose to take part in the original case study."

Paul Nunny, Cask Marque, commented: "The Perfect Pint Promise will be part of our programme to have 30,000 pubs with 5* cellar ratings by 2030. Currently we have 7,000 pubs duly rated together with a target of 3,000 Perfect Pint Promise pubs over the next 12 months. We will then be a third of the way to our target. This, together with staff training and beer quality in the glass which are part of PPP, will give customers the experience they expect -- and deserve".

Notes to Editors

About the Perfect Pint Promise

Cask Marque has built strong consumer recognition as an accreditation body for beer quality. The Cask Marque plaque is recognised as a quality symbol by 62% of consumers, rising to 84% among consumers aged 25-34 (YouGov)

Cask Marque star-rates pub cellars using a system designed to be simple for consumers to understand and similar to the Food Standards Agency hygiene ratings. More than 7,000 pubs have already been star rated, with a target of 30,000 by the end of the decade. The programme supports beer quality, yield and pub profitability.

After Covid, Cask Marque convened a Quality Summit to explore how the lessons from Cask Marque could be extended to all draught beers and cider.

Following consumer research and an industry trial, and with backing from national breweries, Perfect Pint Promise launched in January 2026. Greene King and Mitchells & Butlers have committed to 1,000 pubs achieving the new Perfect Pint Promise award.

About Cask Marque

Cask Marque is a not-for-profit organisation supported by the industry. Formed in 1998, it works to improve beer quality in the on-trade through training, learning and accreditation.

Cask Marque currently checks:

• Beer at the brewery gate through SALSA+Beer

• The supply chain through the Distributor Charter

• Pub and bar cellars through its star-rating programme

• Bar staff training through the award-winning e-learning programme Beer Pro; Cask Marque is also the No. 1 provider of cellar management training

• Beer in the glass by 55+ experienced, independent assessors who visit around 20,000 pubs and bars per year across the UK.

Cask Marque also runs:

• CaskFinder, an app used 40,000 times a month by consumers looking for pubs and bars committed to serving quality beer.

• The Guild of Beer Sommeliers, created to encourage professionalism in beer education

• Cyclops, an universal industry descriptor for beer

For more information visit www.cask-marque.co.uk

For more information:

Paul Nunny, Cask Marque | Paul@cask-marque.co.uk | 07768 614065

Sophie Braybrooke, Project Leader, Perfect Pint Promise | Sophie@cask-marque.co.uk | 07747 012533

Third-party news items are published as received for informational purposes. Publication does not imply endorsement by the Guild. Please use the contact details within the post for any enquiries.