Health campaigners are starting to "get the message" about the benefits of beer and pubs, according to a trade leader.
Brigid Simmonds, chief executive of the British Beer & Pub Association, said groups like Alcohol Concern are now acknowledging beer is a low alcohol product that should be taxed differently.
"We are actively starting to talk to these people, like Don Shenker and Professor Gilmore, about beer and pubs and I think the message is getting through," Simmonds told The Publican.
"We are opening up their minds about beer."
She added: "Ultimately they (the health lobby) are trying to reduce the amount of alcohol that people drink, but they need to understand that alcohol has many different forms."
The BBPA, along with the Beer Academy, is currently trying to push the idea of beer as a natural, nutritional, healthy low alcohol drink - and change people's perceptions of the category. It is also promoting the "socialability" side of beer and pubs.
"Some people see red wine as a healthy option, whereas beer has the beer belly image," said Simmonds. "We are trying to re-position beer, as I don't think people know about its wholesomeness, or regard it as a natural product."
Last month a report, released by the Beer Academy, aimed to dispel myths around beer - showing it is a rich source of vitamins, antioxidants and has a low calorific value.
The report also showed that one in 10 people wrongly thought beer contained fat.
Simmonds, who sits on a government think-tank around alcohol and health issues, added: "Beer is also a great British drink and we want to see it taxed differently, as it's also low in alcohol."
She also revealed that a PR firm is being used to push the message out to other media - including national newspapers and health and women's magazines.
The World Cup has also helped the category, Simmonds suggested. "It's the first World Cup I can remember there being no suggestion of trouble and the lager lout image has moved on," she said.