The formalised process now means breweries who want to adopt the style can do so by contacting CAMRA, who will send a promotional pack and organise an accreditor to visit the brewery to ensure the scales are being used in line with the agreed standard and that the artwork is being adapted correctly.

David Bremner, head of marketing for Everards, said: “We’re delighted with how the whole Cyclops scheme is rolling out throughout the industry and the new accreditation process will ensure the standards remain consistent and therefore the programme will retain its credibility with the licensed trade and the consumer alike.”

Tony Jerome, CAMRA’s senior marketing manager, said: “CAMRA has had an amazing amount of positive feedback on the Cyclops campaign since the launch at the Great British Beer Festival in August. Journalists, wine critics, real ale lovers and a number of breweries have expressed their support for Cyclops and now we have a formalised system to help other breweries come on board, I can only see this campaign gaining more credibility and going from strength to strength.”

The Cyclops accreditation team is made up of Mark Tetlow, quality manager for Everards, George Philliskirk of the Beer Academy, Keith Bott of the Titanic Brewery and SIBA, Brian Yorston of Wadworths and Don Jeffrey from SA Brain. Representatives from Robinsons and Camerons will also be involved.

Cyclops was developed and designed by Everards in an attempt to make tasting notes easier to use for the customer and bar staff alike.

The guide contains an easy to follow symbol chart illustrating the type or style of ale and includes categories such as premium ale, bitter, best bitter, ale, stout and blonde. Also featured is a colour, smell and taste guide as well as a bitter / sweet rating on a scale of one to five.

Everards Brewery has a pub estate of 161 houses around the Midlands, all of which are run under the Everards banner as individual businesses by the licensees. The pubs vary widely from city centre venues to traditional village pubs.

L – R) David Bremner of Everards with Brian Yorston of Wadworths.