Marston's Beer Company has called upon those within the industry to improve cooperation to ensure that the business continues to be successful.

Speaking to the Morning Advertiser, Alistair Darby, managing director of the firm, said that given current pressures, it is important to look at the pubco business model to see if it will continue to provide "long-term" opportunities for licensees.

"If we are all to prosper for a good many years to come, then we've got to work together more," he told the news provider.

Mr Darby stated that "tough trading conditions" could prove to be the "catalyst" for the beer and pub industry to reconcile its differences in order to "advance as one" in a way which will benefit both customers and licensees.

Last month, the British Beer & Pub Association reported that alcohol consumption in the UK fell for the second year in succession in 2006.

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