Punch Taverns and Molson Coors have launched a campaign to make beer the alternative to Champagne to see in the new year.
Molson Coors has produced a new lager for the Cheer for Beer campaign, Kasteel Cru, that will be used to toast the arrival of 2010 at six Punch pubs in the Midlands. The pubs have been sent 24 crates of the beer each.
John Healy, Punch's group purchasing director, said: "Pubs and beer have such a long heritage and it would be a shame if sales were to decline to a point at which we started losing fonts and handpulls from the bar.
"With so many beers on the market from export lagers to micro brewery real ales we wanted to reignite the nation's love for beer and give it a boost."
Molson Coors (UK) director Steve Ellis said: "Molson Coors (UK) has produced a Sparkling Bière Brut, Kasteel Cru, so people can celebrate with something special. It's a crisp, zesty lager with delicate small bubbles, elegantly crafted for a drier, sparkling finish and the perfect way to toast the New Year."
Punch said it is looking to bring together other members of the pub and beer industry throughout the year to 'Cheer for Beer'.
Patrick McManamon, Punch licensee of the Green Man, Willington, said: "I'm definitely going to be encouraging my regulars to see in 2010 with a beer and have the Kasteel Cru on ice ready for when the clock strikes midnight."