In a bid to raise confidence that Heineken will keep the local spirit alive in its pubs, the drinks giant has announced its Star Pubs & Bars will now offer a wider choice of local cask ales.
Heineken has joined the Society of Independent Brewers' (Siba) Beerflex scheme, which allows Star licensees with Cask Marque accredited pubs to order local cask ales brewed by nearby Beerflex participants.
Mike Benner, managing director of Siba said called the partnership a "win-win-win" for providing more choice for pub goers, improving access for local brewers and giving Star licensees great beer to sell.
Pub landlords have previously criticised Heineken's £400m takeover plans of Punch Taverns, which they argue will result in reduced beer and cider options for customers.
On average, 85 per cent of offerings at Heineken's Star pubs are own-brand products, like Foster's lager and Strongbow cider, though Heineken has said the figure isn't imposed across the pubs.
The Competition and Markets Authority (CMA) is currently investigating the deal to consider whether it will reduce competition and choice for customers.
Mick Howard, operational commercial strategy director of Star Pubs & Bars said: "This partnership with Siba is another way we are ensuring our pubs remain relevant, innovative and successful and play their part in the heart of communities."