A major new campaign and manifesto is being launched today aiming to gain fresh public and political support for pubs.
The British Beer & Pub Association (BBPA) and the Society of Independent Brewers (SIBA) are launching the campaign - "I'm backing the pub" - calling on the support of politicians, licensees and pub customers.
The BBPA's Axe the Tax slogan will be ditched, as the campaign will focus more on the role pubs play in their communities.
But the tax issue is not being ignored. The campaign manifesto - "The life and soul of Britain's communities" -calls for a cut in beer duty to its previous level when the VAT rate returns to 17.5 per cent in the New Year.
It also makes a plea to scrap the duty escalator.
The campaign will officially be launched this evening at MPs' local the Westminster Arms, with MPs, peers and pub supporters due to attend.
Brigid Simmonds, the BBPA's chief executive, said: "It is time for a concerted effort by government, industry and all those who value the pub to work together to adopt and implement policies to promote the great British pub."
At the same time, the BBPA has released a new survey showing eight out of 10 people believe pubs are an important part of the British way of life. It also reveals 71 per cent believe more needs to be done to support and promote the British pub.
Julian Grocock, SIBA's chief executive, said: "Pubs are an integral part of Britain's rich culture, our national heritage, and the life of our communities.
"Reducing duty on a low strength drink like beer would be a good start in helping to promote a unique British product, supporting a unique British institution, and launching an effective strategy to encourage responsible drinking in controlled and convivial surroundings."
The campaign will be supported by the website: www.backthepub.com