Beer in pubs is facing a bleak future if brewers don't unite and work together to dramatically change public perceptions, says Peter Kendall, chief executive of Coors Brewers.
Addressing delegates at today's Publican Conference in London, Mr Kendall highlighted beer's long term decline and warned brewers that they must not rest on their laurels in light of changing drinking habits.
He said: "Sales of beer have declined by 20m barrels in the last 20 years, and 14m have been lost in the on-trade - if this trend continues there won't be an on-trade to speak of.
"The British pub is under threat and it is up to brewers and retailers to join forces and make beer relevant to drinkers. But first of all we need to make sure that when beer is served in pubs it is tip-top."
Mr Kendall called for a generic campaign, similar to Coors' own Beer Reverence programme, to improve the quality and image of beer as well as the on-trade experience.
He said: "We would like to see an industry wide campaign where the main message is that beer is a natural, wholesome product that's not made from chemicals and that it is healthy if drunk in moderation.
"Brewing is an important part of the UK economy and we should take pride in our national drink and celebrate its diversity."
Mr Kendall also urged the UK beer industry to aspire to its US counterpart, where 25 per cent of beer is drunk by women, 50 per cent of all beer is brewed by one company and where the top five brands command 53 per cent of the market.
He said: "People demand their favourite beers and if they can't get then they'll go elsewhere. Retailers must make sure they stock the biggest brands and then support them with niche, speciality and imported beers. After all, who's heard of a newsagent without a Mars bar.
"In the US you can guarantee that the beer is cold, fresh and served in a chilled glass - the challenge is to get a similar attitude in the UK. If it sounds like a tall order, they've managed it in McDonalds all over the US so why can't we."