The UK's largest pub group, Enterprise Inns, has agreed a joint venture with the Marylebone Leisure Group (MLG) to form the Marmalade Pub Company.
It will be Enterprise's fifth managed expert agreement, as the pubco continues to launch more partnerships with "industry-leading managed house operators".
At this stage the companies have not said how many pubs will be created under the new brand, though City A.M. understands they will have a London focus but may consider sites outside of the capital.
"We are delighted to be working with the MLG team who have quickly built a reputation for quality sites that offer customers a great experience," Simon Townsend, chief executive of Enterprise Inns, said.
"This is further evidence of the progress we are making in developing our managed house estate at Enterprise."
MLG was founded in 2011. It operates six venues across London, including The Marylebone in Marylebone, the Princess of Wales in Primrose Hill and Barsmith in Farringdon, and specialises in infused spirits and liqueurs which are hand-made in the company's in-house laboratories.
Last year, its Barsmith site won the Neighbourhood Bar of the Year award at the London Club and Bar Awards.
Ben Avigdori, co-founder of MLG, said: "The opportunity to partner with the largest pub freeholder in the UK is one which we simply could not turn down.
"Enterprise bring an obvious depth of possibilities with them and our experience as a multi-site bar operator stands us in good stead to maximise the potential within their estate."
MLG is one of the bar groups now working with Deliveroo, which is expanding to deliver wine, beer and cocktails to its customers.