It has set aside an initial six-figure spend to promote its first premium Continental-style lager, which it introduced at last week's Great British Beer Festival.
Ads showing the UK linked to Europe will use the line 'Continental lager - all the way from Liverpool', and claim that the beer is a match for any European lager.
Cains has appointed Borkowski to handle its PR.
The brewery, established by Robert Cains in 1850, was bought by the entrepreneurial Dusanjs brothers, who became the UK's first Asian brewery owners, in 2002. They have been pumping their own money into the business, recently spending £250,000 on rebranding their draught beers, which include mild, bitter and IPA.
In 2003 Cains became the first UK brewer to print responsible-drinking advice on beer labels.
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