Executives from a number of brewers are working with the British Beer & Pub Association to enhance the public’s attitude towards beer as part of a renewed effort to revive the struggling sector.
Research suggests that beer now accounts for only 40 per cent of alcohol consumption in the UK. Less than half a century ago, that figure was more than 70 per cent.
The brewers want an agency to help change attitudes towards the brewing industry as a whole, with work also expected to reflect the positive approach that brewers have taken towards promoting responsible drinking.
An initiative is expected to follow similar lines to the "got milk?" advertising campaign in the US, which promotes drinking milk in general rather than any specific brand.
Chemistry meetings will be held with agencies next week before the announcement of a shortlist of shops to pitch for the account. AAR is handling the process.
David Wilson, the director of public affairs at the BBPA, said: "Leading brewers are working with the BBPA on an ongoing basis to improve the image of beer in Britain, and we are currently in the process of identifying a creative partner to support these reputation-building efforts."