Pub and beer industry giants Punch Taverns and Molson Coors Brewing Company (UK) Ltd are inviting the nation to ‘Cheer for Beer’ in 2010 and make beer the alternative to champagne for next year’s celebratory toast.

Punch Taverns has teamed up with Molson Coors (UK) to spearhead a campaign to end the decline in beer sales and promote the nation’s favourite tipple.

John Healy, Punch’s group purchasing director comments: “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.”

Steve Ellis, Director at Molson Coors (UK) adds: “Molson Coors (UK) have 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 is looking to bring together other members of the pub and beer industry throughout the year to ‘Cheer for Beer’. The campaign is being launched in six Punch pubs across the Midlands pubs this New Year’s Eve. Molson Coors (UK) is delivering 24 crates of Kasteel Cru to help them celebrate in style. 

Patrick McManamon, Punch licensee of the Green Man, Willington said: “I think that ‘Cheer for Beer’ is a great idea, why shouldn’t we be proud of our heritage and toast the New Year with great quality beer?

“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.”