Theakstons is running a series of adverts in the national press based around a play on traditional pub signs.
The 'sign of a better pub' campaign is inspired by research in The Cask Report, published this week, showing pubs serving cask beer are perceived by consumers as high quality.
The first four pubs signs to be featured are 'The Well-Read Lion', 'The Whiter Than White Swan', 'The More Compleat Angler' and 'The Not So Cross Keys'.
The first burst of activity runs in titles including The Spectator, Country Walking, Rugby World, and National Geographic through to Christmas this year and then returns in spring 2010, during which time the adverts will be seen by 6000,000 consumers, Theakstons claims. New concepts will be introduced as the campaign develops.
Simon Theakston, executive director, said: "Our advertising has proved popular with the trade and consumers alike for many years. This new campaign, based on our research, highlights the fact that consumers associate Theakstons ales with the better quality pubs and clubs across the UK."