Ei Group, the UK’s largest pub company, is helping its publicans attract new custom and increase sales by partnering with national brewer Molson Coors to give away 10,000 pints of Sharp’s Doombar during Cask Ale week.

The nationwide exclusive promotion, which is available at its Bermondsey Pub Co. pubs, part of the Group’s Ei Managed Operations Business Unit, and at participating Ei Publican Partnerships venues, demonstrates the company’s ongoing commitment to supporting and developing its publicans with bespoke offers and initiatives that will help grow their businesses.

As with the previous campaign, customers will be able to track the pubs taking part in the offer and redeem their free drink via a web-based app. Participating pubs will also benefit from marketing support across social media and other digital platforms.

Steve de Polo, Retail Concept Director at Ei Group, said: “A fine pint of cask ale has been an indicator of a quality pub for many years. We’re passionate about quality cask ale and work closely with Cask Marque to ensure our publicans have all the tools they need to serve an excellent, well-kept pint.