Brakspear Pub Company plans to move most of its tenants onto its new longer six-year agreements that offer new discounts.
Barrelage discounts of up to £60 per 36 gallons are available in the new agreements. Incentives are paid to tenants who hit volume targets agreed before the start of the tenancy.
Eleven tenants have so far signed the new agreements since they were introduced last year. Today the company said it plans to move most if its 148 tenants over in time.
Brakspear commercial director Tom Davies (pictured left with Brakspear licensees Dawn and Steve Wiltshire) said: "Feedback to the new contract has been overwhelmingly positive. It signals our commitment to work in partnership with our tenants to build a sustainable, successful business, rather than focus solely on short-term gains."
He added: "We have designed the agreement and incentives to support our tenants and we now reward them not just for achieving absolute growth, but for maintaining current volumes, which we think is a fair response to the current trading environment."
The Wiltshires of the Queen Victoria in Hare Hatch, Berkshire, were the first to sign the new tenancy agreement.
Steve said: "At the end of our 12-month probationary period with Brakspear, we met with the company and they made us an offer we really couldn't refuse: rental payments held at the level we'd been paying, plus a barrelage discount based on sales.
"We could have signed a three-year agreement but going for six years gives us the confidence to make longer-term plans for the business."