Coors Brewers is hoping that encouraging young consumers to wax lyrical about the "pleasures" of beer will bring back some of the hype it is losing to rival drinks.
The brewer behind Grolsch and Carling is rolling out the Young voice of beer' competition through educational centres specialising in the arts.
A £3,000 cash prize is up for grabs for the winning entry which will have captured the essence of beer in an innovative way.

bliss on shelf
Scottish Courage will be targeting the off-trade with its first foray into the RTD sector.
Bliss, which is making its on-trade debut now, is expected to hit supermarket shelves at the end of this year.
The wine-based drink is available in two flavours, Bliss Berries and Bliss Exotic.

WKD talent search
WKD is sponsoring the Diesel-U-Music Tour which will visit six cities in a search for new musical talent.
Upcoming musicians and DJs from all over the UK have already entered the competition by completing entry forms which were distributed in Diesel clothes stores.
The tour will serve to bring together previous winners and contenders for this year's top awards.
WKD's involvement is intended to enhance the brand's popularity with clubbers.

cape degrees
Vintage Roots is upping its involvement with South Africa with the launch of a new range of wines.
The organic supplier has taken on the Stellar range, produced by 31 Degrees South Organic Cellar in the Western Cape.
The portfolio includes a Shiraz, a Merlot and a Pinotage.