Jubilant licensees who won their rent free for a year are to spend the money saved on a marketing drive at their high-flying pub.
Nigel and Tee Maud of the New Inn in Hereford are overall winners in CaskForce, the MA and Marston's campaign to improve the quality of beer served in pubs.
The Marston's lessee said refurbishing the toilets is the first aim, followed by a campaign to spread the word about their pub.
"We were going to spend the money on a marketing campaign to boost trade a bit more. Trading over August has been quite difficult, not as good as we had hoped.
"It certainly takes pressure off the business, not having to pay rent for 12 months."
The award was won at the Great British Pub Awards, after Nigel picked the correct envelope at random that guaranteed the £35,000-prize.
"It was a superb feeling," he said. "It's taken the weekend to realise the impact it will have on the business."
The New Inn has three ales on tap at all times and regularly scores 50 out of 50 in cellar inspections from Marston's. The two room pub, which seats 70 people, sells around nine nine-gallon kegs of ale each week.
The scheme is open to all licensees.