LONDON--The UK's largest brewers have drafted in PR support for a major campaign that aims to revive declining consumption of beer in the country.

The initiative is being led by the Global Brewers Initiative (GBI), a consortium of major brewers that includes Heineken, AB-Inbev, SABMiller and Carlsberg, working alongside the British Beer & Pub Association (BBPA).

The Holmes Report understands that Frank PR has been called in to spearhead the campaign's public relations component, following a multi-agency competitive pitch. Advertising and media agencies are also thought to have been selected for the brief.

BBPA director of public affairs David Wilson confirmed that the organisation is working with leading brewers to "improve the image of beer in Britain," where beer sales have steadily declined while wine consumption has risen.

Wilson added that the BBP is "currently developing a strategy to build the reputation of beer," but declined to comment on specific agency hires at this stage. A Frank PR representative also declined to comment.

Beer sales fell by 3.1 percent in 2011 and 4.7 percent in 2012, in part due to rising government taxes, which have since been axed in the latest UK budget.