Brakspear is aiming to give its tenants longer-term business stability with new six-year agreements.
So far 11 tenants have signed the agreements and the company is hoping to roll it out through the majority of its 148-strong estate.
Incentives are paid to tenants who hit volume targets agreed with them before the start of the tenancy.
Tom Davies, Brakspear commercial director, 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."
The new agreement includes barrelage discounts of up to £60 per 36 gallons.
Steve and Dawn Wiltshire of the Queen Victoria near Reading, 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."