Brewer Molson Coors has launched a new training programme off the back of research that suggests a staggering two in three pints are served sub-standard.
The Pint Right programme aims to increase rate of sale by improving beer quality and will begin in March. It includes hands-on cellar to glass training, bar staff training, and an on-going support plan all delivered in outlet.
Steve Ellis, Molson Coors sales director, said: "Our customers are telling us that they want activity and support that helps differentiate them from the off-trade. Our number one priority in 2010 is making sure we support our customers by enabling them to get it Pint Right and deliver a quality pint drinking experience that makes sure customers come back time after time."
The research, conducted by JRA Research on behalf of Molson Coors also found that 30 per cent of drinkers claim the quality of drink is important when choosing a pub and 50 per cent will go elsewhere if they receive something of poor quality.
The brewer has also promised to invest "significantly" in creating new occasions for beer and food with a series of initiatives to get people to choose beer with their pub meals.
There will also be activity for Cinco de Mayo and Mexican Independence day, Thai New Year and Cobra National Curry Week, tied with of Molson Coors brands Sol, Singha and Cobra beer.