St Austell is launching an internal wine pub of the year award for its licensees in a bid to raise its profile as a national freetrade wine distributor.

  St Austell's wine merchant subsidiary, Walter Hicks, is on a drive to increase its presence in the freetrade, and wine buyer Xenia Irwin said that the new award "will hopefully kick off a sense that St Austell is known for its wine in the same way it's known for its beer".

  It is hoped the wine category will become an annual fixture in St Austell's internal awards, where most categories are based on achievements with beer and food.

  Licensees of pubs in the St Austell estate can apply to enter now. The judging process will involve a formal interview and mystery visits, and the winner will be announced at an awards ceremony in July.