Cask Marque rebrands its beer accreditation as the Perfect Pint Promise

Cask Marque has renamed its Beer Marque accreditation as the Perfect Pint Promise, a move the group said follows consumer research and an industry trial aimed at improving consistency in draught beer service across the United Kingdom.

The accreditation is backed by a range of brewers and combines cellar hygiene, staff training, clean glassware and serving standards. Cask Marque said the program is meant to help pubs deliver a more consistent pint and strengthen confidence among beer drinkers that participating venues are meeting clear quality standards.

A central part of the relaunch is a 5-star beer and cellar hygiene rating modeled on the Food Standards Agency’s hygiene scores. The new framework also requires bar staff to be trained in beer service and handling through the Beer Professional, or Beer Pro, e-learning program. Training covers pouring, presentation and the use of clean branded or otherwise appropriate glassware.

Existing Beer Marque accounts will be moved to the Perfect Pint Promise brand and will receive new point-of-sale materials. Cask Marque also plans to collect customer feedback on beer quality and service through its pub finder app, with comments made available to pubs and brand owners seeking a clearer view of consumer expectations.

Will Rice, on-trade director at Heineken UK, said brewers and retailers should support the accreditation to help ensure pub customers receive both a well-served pint and an experience that cannot be replicated at home. Chris Jowsey, chief executive of Admiral Taverns, said quality draught beer or cider remains central to many pub visits and said his company joined the original case study because the program could help licensees deliver a reliable standard.

Paul Nunny, Cask Marque’s executive director, said the accreditation forms part of a broader goal to have 30,000 pubs with 5-star cellar ratings by 2030. He said about 7,000 pubs are currently rated and that the organization is targeting 3,000 Perfect Pint Promise pubs over the next 12 months.

For the drinks sector, the change could matter beyond branding. A more formal standard for draught beer service may influence staff training, day-to-day cellar practices and how pub operators present beer quality to customers. It could also shape how brewers and pub groups protect brand perception at the bar, where consistency in dispense remains a key part of consumer trust.