As part of Cyclops brewers follow a standardised template for all promotional material, describing the style, smell, look and taste of their beers in an easy to understand way to entice more consumers to try real ale.
The new formalised process means that breweries wanting to adopt Cyclops can do so by contacting Camra, who will send an accreditor to visit them to ensure compliance with the agreed standard to guarantee consistency.
Cyclops was originally born out of a pilot scheme run by Everards Brewery in the Midlands, which simplified the language used to describe beer characteristics on promotional material so customers knew exactly what to expect.
By Kerstin KÁ¼hn
E-mail your comments to Kerstin KÁ¼hn here.