German brewery Krombacher has launched a campaign to drive the importance of perfectly pouring your beer, bolstered by the added incentive of an all-expenses trip to Germany.

The campaign – #Pourfection2018 – asks retailers, wholesalers, their staff and consumers to create a video, picture, gif or boomerang of them showcasing their perfect pour. Entrants are asked to share their contribution using the hashtags #Pourfection2018 and #Krombacher on the KrombacherUK Facebook page.

Entries will be marked on pour quality, originality, the number of Facebook ‘likes’ and consistency when it comes to the Krombacher brand and following the deadline, which is midnight on the 28th February 2018, a winner will be selected for an all-expenses paid trip to Krombacher’s annual Reinheitsgebot celebrations at the brewery in April.

Stephan Kofler, sales and marketing director, said: “After all the time, care and patience put into brewing our beers, we are incredibly passionate about ensuring our beer reaches your lips exactly how it should. #Pourfection2018 is a fun way of hopefully raising pouring standards across the UK. Our aim is not to just ensure the country’s bar teams have the knowledge and power to pour perfectly but we want to increase understanding among retailers and consumers as well.”

Krombacher beers have been produced in the small town of Krombach in Westfalia, central Germany, since 1803.