The Independent Family Brewers of Britain (IFBB) has launched a new nationwide initiative aimed at boosting the profile of cask ale.
Cask Ale Week will run from September 17 to 23 this year with the aim of encouraging new drinkers to sample cask ale.
The week-long event will involve pubs from the estates of the IFBB's 33 member companies. Ideas on the drawing board include samplings and mini-beer festivals with the full programme to be decided regionally.
The move follows concern at the sector's poor public image and publicity surrounding the decline in cask ale.
Launching Cask Ale Week, Anthony Fuller (pictured above left), chairman of London brewer Fuller's, said the IFBB hoped to increase beer sales in pubs taking part as well as raising the profile of cask ale among younger drinkers who may traditionally drink lager.
He also stressed that the decline in the cask ale market stemmed from a lack of investment in national brands such as Draught Bass and Pedigree by the larger brewers. He said most IFBB members were bucking the trend by growing cask ale sales.
"As family brewers we are in effect custodians of cask ale and want to see what we can do about rejuvinating it," he said.
William Lees-Jones (pictured above right), of brewer JW Lees and head of the IFBB's PR committee, said: "By running events UK-wide we hope to promote cask ale in a very positive environment at the grassroots of the industry."
The week will be promoted with posters and beer mats featuring a specially designed modern logo aimed at younger drinkers.