The introduction of beer menus could provide a welcome boost to the flagging beer industry, it has been claimed.
Beer now accounts for just 40 per cent of the alcoholic drinks market in the UK, a drop of 30 per cent from its peak in 1970.
Mark Hunter, chief executive of Coors UK, has urged bars and restaurants to provide customers with a detailed description of each beer available to help boost sales – a move which has been successful in Spain.
Speaking to brewery bosses at the International Brewing Convention 2010, he said: "Today I call on all of those in leadership positions within the beer industry to step up to their obligation to lead for the growth of our category.
"I invite the Beer Academy to lay down a clear and consistent set of beer descriptors with universal appeal and which talk to drinkers in an engaging, motivating way."
Mr Hunter added that firms should aim to re-invent beer to attract more female drinkers.
Typical Guttridge equipment used in the brewing industry includes: Elevators – bucket elevators – valves
