Rhythm & Booze is to compete with pubs by introducing own-label draught real ale into some of its off-licences.

It will install real ale kegs and taps into its stores over the coming months and serve the ale in reusable, sealable take-home jugs.

The beer is being produced under its own label, the Barnsley Beer Company, and produced by the Wentworth Brewery, based in Rotherham.

The brewery is also bottling the ales, which are already on sale in Rhythm & Booze stores.

The 10 ales affectionately poke fun at Yorkshire, with names such as Barnsley Blonde, Shut Thi Gob and Bee By Gum.

The draught ales will be trialled in a small number of stores this month and could be rolled out to about half of the company's 40 stores.

The draught offer would prove a hit with customers in R&B's stores, which are based in Yorkshire where bitter is particularly popular, said MD Martin Swaine. It would also capitalise on the growing trend for drinking at home, which is contributing to the closure of nearly 52 a pubs a week the UK.

"We will be putting in real ale as you would get in a pub," said Swaine. "The customer buys a four-pint jug of beer for £5, which is significantly cheaper than the pub.

"Every time you buy a new variety of beer, you'll get a label for the jug, so it will look like a well-travelled suitcase after a while," he added.