Innserve launches Best Cellars campaign with the help of Rupert Lovebeer

Full size cut-out of fictional character Rupert Lovebeer with Innserve technicians.
Full size cut-out of fictional character Rupert Lovebeer with Innserve technicians.

Innserve the UK’s largest independent drinks dispense service company has launched its successful Best Cellars Awards 2012 with the help of fictional character Rupert Lovebeer. The fictional character – who was created to emphasise a bygone era, when the only place to drink a quality draught beer was in a pub – is putting a unique spin on the campaign.

The Innserve Best Cellars Awards recognise exceptional cellar and business practices, as well as all the unseen work, skill and commitment that goes into serving wonderful beer.

There are 6 top prizes to be won of £1,000 – 3 nationwide prizes of £1,000 for the Best Cellar and 3 nationwide prizes of £1,000 for the Best Newcomer. In total there are over 42 prizes to be won including 18 area prizes of £200 for the Best Cellar and 18 area prizes of £200 for the Best Newcomer. Closing date for entries is 5th May 2012.

When reviewing entries judges will look at a number of key factors including, cellar management, line cleaning and cellar regime, understanding of how a cellar works, clean sparkling glassware, a commitment to training staff and of course the desire to always serve the perfect pint.

Rupert Lovebeer will appear on all the competition’s marketing collateral and across digital media, as part of an integrated marketing campaign to promote the competition to over 70,000 licensed premises the length and breadth of the UK.

This year’s competition was well received and proved to be one of the most successful in the competition’s history with hundreds of entries. 2011 Regional Best Cellars winner Gerry Collins of The Hut Pub in Uxbridge commented:

“Winning the Innserve Best Cellars Award has proved to be extremely valuable. Our customers are delighted to be drinking in a pub that has been acknowledged for taking care of its beer. Word of mouth quickly spread and despite the recession we’ve actually seen the number of drinkers increase. The plaque on the wall is also a great talking point.”

Steve Lakin, business development manager Innserve said:

“Every year the awards seem to attract more interest, we are anticipating 2012 to be no exception, particularly with Rupert Lovebeer spearheading the campaign. We believe the growing success of the competition is due to the fact that many appreciate the recognition that serving a great beer affords. Winning a prestigious Innserve Best Cellars Award provides an opportunity to highlight to all existing and potential customers the care and attention that is going into delivering great pints.”

About Innserve

Innserve supplies, installs and maintains drinks dispense systems in over  70,000 of the 132,000 licensed premises in the UK. Over 300 drinks dispense maintenance and installation technicians are directly employed, covering the UK from Lands End to John O’Groats. This sets Innserve apart as the major provider of a nationwide service in the drinks dispense field. For further information about Innserve visit

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