Everards is offering a year's worth of beer to the customer who comes up with the best piece of memorabilia to help celebrate the brewery's 160th anniversary.
Photographs, collectables and unwanted keepsakes are all being sought - with a view to building a digital archive.
These will be added to recollections of favourite pubs, publicans, events and ales from yesteryear.
Chairman Richard Everard, the fifth generation of his family to run the brewery since its foundation in 1849, said: "We would dearly love to hear from people who have experienced and enjoyed our pubs or perhaps had a friend or relative who worked at one of our historic brewery sites.
"Over time we hope to create a comprehensive digital archive so these treasured memories can be preserved for generations to come."
To share your memories of Everards and for a chance to win a supply of beer email share@everards.co.uk, post a message on the brewery's website at www.everards.co.uk or write to Everards Brewery, Castle Acres, Narborough, Leicestershire LE19 1BY.
Photographs will be returned once copies have been added to the archive.