The UK beer and pub industry has launched a new campaign to revitalise the image of beer and win back sales from wine, particularly among women.

The campaign, called Beautiful Beer, seeks to drive up beer quality within the licensed trade, while educating the public about its virtues and flexibility when it comes to matching with food.

The British Beer and Pub Association (BBPA) has a budget of £1m over three years for the campaign, which will be featured in weekend papers and women’s magazines, as well as on radio and TV.

The BBPA is also considering a trial of glass types – such as a third-of-a-pint glass – to see how presentation can increase sales.

Beer sales have declined in pubs and clubs by 42% since 1979.

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