Marston's has warned free trade pubs that they will have to rely on better promotion as budgets tighten and brewery discounts decline.
There is little room left for brewers to manoeuvre when it comes to offering price deals to freehouses, said Marston's director of free trade, Phil Barnett.
Instead, pubs will have to become more effective at marketing their beer range, putting an emphasis on both heritage and locality.
"From my perspective, local brewing means a lot to consumers not only in the immediate vicinity of the brewery but also further afield," said Barnett.
"Not only are the products seen as being crafted locally, there is also an appreciation for the part the brewery plays in generating local employment.".
Marston's owns five regional breweries, and has two of the UK's best selling cask ales - Marston's Pedigree and Wychwood Hobgoblin - within its range.
Barnett said that despite the challenging economic outlook, customer are willing to spend if they are offered more value and better service.
"The consumer is looking for something different, something authentic, rustic and local to their community. They are prepared to spend that little bit more and travel that little bit further to get it."
Marston's has re-launched its pub website - MyMarstons - aimed at both tenants and free trade customers. The site includes business support for pubs including printing leaflets and marketing ideas, energy surveys and advice, legal help, gaming machines, competitive insurance quotes and website design.