Arthur Batham, the man who was synonymous with Black Country brewer Batham's for 60 years, has died aged 82.
The Batham's chairman was found dead at his home in Wollaston, Stourbridge, West Midlands. Police are not treating the death as suspicious.
Arthur Batham, who leaves a wife Jean, was diagnosed with cancer just before Christmas and had only commenced treatment last week. He had only taken a back seat from running the Brierley Hill brewery in recent years.
The company, which operates 11 pubs, is currently run by his two sons, Tim and Matt, the fifth generation of the family to operate the brewery, which was founded in 1877 by Daniel Batham, Arthur's great grandfather.
It was Arthur who did much to put Batham's on the map, devising the recipe of Batham's Bitter in the early 50s to satisfy the demands of customers at a local pub.
British Beer and Pub Association Midlands Secretary Richard Matthews described Arthur as a "legendary figure who was a real character and had helped Batham's Bitter to gain almost a cult following both in the Midlands and further afield".
Trade consultant Phil Dixon said he was "deeply saddened" at the news, adding: "Every connoisseur of cask ale in the UK owed a huge debt of gratitude to Arthur, for it was his keen business skills that ensured the survival of one of Britain's great beers."
A family funeral will be followed by a memorial service, the date of which has yet to be announced.