The Campaign for Great Taste is has been launched by Cask Marque, which hopes drinkers' taste buds will be refreshed by the lack of smoke in pubs and that they can be persuaded to try something new.

It said drinkers would now be even more receptive to the range of real ales, their tastes and aromas, than they were before.

Licensees were also warned that the new atmosphere meant they would have to pay extra attention about how their beer was served and stored, and that there was no hiding place for a bad pint, The Publican reported.