Carling brewer Molson Coors hopes to tempt one million people back into pubs this summer with drinks vouchers.
Two million personalised vouchers will invite drinkers to enjoy a free pint of Carling at their local, sent from the licensee to households during May.
POS kits have been sent out to all participating pubs and the promotion will run until 21 June.
Carling ran a similar initiative last year with 79% of 79% of licensees rating the activity as either good or excellent with 70% saying they had new customers as a result.
“The pub was on its knees when we bought it but we spent quite a lot of time doing it up,” said licensee of the Green Man, Ewell, Surrey John Kerwood.
“The Carling free pint promotion helped us build a stronger client base and it drove people in that didn’t know that the place had been refurbished. We got a lot of repeat visits on the back of the activity.”
The voucher scheme is part of wider programme of marketing activity including Be Part of It 2010 and training scheme the Pint Right Programme.