Perfect Pint Promise: Landmark Industry Initiative to Raise Draught Beer and Cider Standards Nationwide

A landmark new initiative to champion and protect the quality of the pint was officially unveiled at the British Beer & Pub Association (BBPA) Council meeting. The Perfect Pint Promise brings together leading brewers, pub companies and industry stakeholders in a shared commitment to deliver consistently excellent draught beer and cider — every time.

The Perfect Pint Promise establishes the first truly industry-wide, independent benchmark and accreditation for draught quality — setting a clear standard for excellence across all beer and cider products served in UK pubs and bars. It represents a promise made by the industry, for the industry, to ensure every pint meets the expectations of today’s discerning consumer.

“The pint is a symbol of everything that makes the Great British pub special,” said Paul Nunny, Founder and Managing Director of the Cask Marque  and driving force behind the initiative. “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.”

Why is it needs

• Nearly 1 in 2 pints fail to meet quality standards, damaging repeat visits and loyalty. (5* pint project research)

• Fragmented brewer-led initiatives create duplication, confusion, and high costs.

• Retailers/operators face falling footfall, wastage and lack a universal quality benchmark.

• Customer expectations are sharper and scrutiny greater, with a backdrop of rising prices and increases in the cost of living.

Significant Industry Support

The Perfect Pint Promise has already attracted backing from many of the sector’s biggest names, including:Heineken, Greene King, Admiral Taverns, Molson Coors, Punch, Diageo, Mitchells & Butlers, Stonegate Group, Lucky Saint, Asahi, Star Pubs, AB InBev, and St Austell Brewery.

“This is a true cross-industry effort,” Nunny added. “The strength of support we’ve received shows how seriously brewers and operators take quality. Together, we can raise standards, build trust, and celebrate the pint as a symbol of excellence in British hospitality.”

Admiral Taverns were part of the initial trial of the Perfect Pint Promise.  Chris Jowsey CEO commented “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.  Consumers rightly have high expectations, and we are determined to deliver, giving people a reason to visit the pub.”

Will Rice Heineken On Trade Sales Director added “We have over the years invested heavily to improve dispense through our Smart Dispense System. However, 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.”

How the Perfect Pint Promise Works

The accreditation is underpinned by a rigorous 5-step process, piloted, trialled and tested to guarantee consistency and excellence at every stage:

1. Cellar audit – checking storage conditions and best practices resulting in the star rating of the cellar. Already 7000 pubs have had their cellars assessed and JD Wetherspoons have their 802 pubs all 5*

2. Pour and presentation assessment – reviewing serving technique and visual appeal and ensuring branded glassware is used where available.

3. Beer in the glass check – evaluating temperature, aroma, taste, clarity, and overall quality.

4. Staff training – ensuring knowledge, skills, and confidence by using Beer Pro an on line training programme.

5. Feedback & recommendations – providing tailored guidance for ongoing improvement though asseessor visits and consumer feedback.

This structured approach gives pubs a practical, actionable pathway to achieving and maintaining quality — benefitting operators, suppliers and, ultimately, consumers.

Cask Marque: The Natural Choice to Deliver

The accreditation will be delivered by the Cask Marque , the not-for-profit body recognised throughout the industry as the gold standard in beer quality assurance.

For almost 30 years, Cask Marque has been ensuring that cask ale served in UK pubs is in perfect condition. This 2^nd accreditation will make the assessment benefits to all pubs. Cask Marque has 65 qualified assessors making over 20,000 visits to pubs annually. Its independent accreditation is trusted by brewers, operators, and consumers alike.

Building on this experience, infrastructure and legacy, Cask Marque is the natural choice to extend the quality promise to all draught beers and ciders, ensuring national reach, technical rigor and trusted independence.

“Cask Marque has built its reputation on championing beer quality for the benefit of brewers, operators and consumers alike,” said Nunny. “By using that expertise and independence, the Perfect Pint Promise will have the trust and rigour needed to make a real difference.”

Benefits Across the Trade

• For Licensees: Access to best-practice cellar management, dispense training, enhanced reputation and increased sales and yields through quality assurance.

• For Brewers and Pub Companies: A credible national standard that protects brand integrity

• For Consumers: Confidence that every pint poured in a participating venue meets the highest standards of care and serve.

The initiative will be supported by on-trade communications, in-venue materials, digital assets, and a national marketing campaign to build recognition of the Perfect Pint Promise marque among consumers.

ENDS

Editor Notes

A trial scheme was tested by Admiral, Punch , Stonegate and in free trade outlets supported by Heineken, Molson Coors, Asahi  Inbev ,Greene King and St Austell and consumer research undertaken to find the thoughts of drinkers on quality and support for such a scheme.

More info on Cask Marque

Cask Marque is a not-for-profit organisation set up in 1998 with the backing of brewers and retailers.

It champions beer quality and has over 7000 pubs with its accreditation. Its Caskfinder app is used by consumers 45000 times a month to find Cask Marque pubs.

It also champions quality at the brewery gate through Salsa + Beer recognised by buyers at in both the off  and on trade. It has 180 brewers in the scheme.

It founded and runs the Guide of Beer Sommeliers with over 200 members. This was originated by the Beer Academy

It is the leading trainer in Cellar Management and developed the Cellar Management Handbook in association with BBPA & BII

It chairs Cask Matters comprising of Brewers and Pub Co. interested in promoting cask beer. It also chairs The Pub Accommodation Forum and runs Cask Ale Week and the Cask Seminar

www.Cask-Marque.co.uk for more information

For more information, contact

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

Sophie Braybrooke, Project Manager sophie@cask-marque.co.uk or 07747012533

Third-party news items that are posted on the Guild website come from press releases and emails received by the Guild. These are posted as they have been received. Their publication on the Guild website is an informational service only and is neither an endorsement of the content, nor its sender, by the Guild. For enquiries, please use the contact details that can be found at the bottom of each post.