CHEERS to a York communications and design consultancy for winning a six-figure contract with Sainsbury's big enough to make you gulp.

The Morrice Partnership Ltd, based at Heworth Green, was picked by the supermarket chain to organise a major new competition to support the British brewing industry.

Through The Sainsbury's 2008 Beer Competition, British brewers of all sizes are being encouraged to brew and market a new product that will appeal to beer drinkers across Britain.

Almost any beer can be entered and an expert panel of judges will pick the best 15 which will be sold in Sainsbury's stores in the summer. Each gets a guaranteed order for 5,000 cases, worth about £50,000 The two top selling brews will then go on to enjoy a minimum six-month national listing in Sainsbury's.

Richard Morrice and his team will help to run the competition for the supermarket.

He said: "Sainsbury's was aware that we have more then 30 years experience organising and running competitions, particularly in the beer industry, and they contacted us."

The firm ran the Tesco Drinks Awards for 12 years until 2006 and when Tesco finally dropped the competition, Sainsbury's picked up the baton, The Morrice Partnership has also run major promotions for Theakstons, John Smith's and still runs the Fuller's Fine Ale Club, which has more than 20,000 members worldwide.

Mr Morrice said: "This is a fantastic opportunity for small breweries in our region, like the York Brewery Company and small brewers like Cropton and Wold Top to further make their mark.

"All potential entrants are being offered a detailed guide to bottling and selling beer and we will support them with advice and useful contacts as they prepare their entries for the competition.

"This is a unique chance for new entrants and an opportunity for suppliers to test the market."

Full details are available from Mr Morrice on 08456 447660, or via email at richard@themorricepartnership.co.uk