Glasgow's annual Best Bar None Awards has been extended to include the area.
It is also launching three new categories in an attempt to boost entries and recognise the efforts of smaller community-based venues.
Categories for community pubs, hotel bars and restaurants will be created for the 2013 awards, run by Glasgow Community and Safety Services.
The awards will launch at an event in the Grand Central Hotel on April 17 and licensees who wish to enter can register for the event.
An application form will be available from April 10, and applicants will, for the first time, also be able to apply online.
Eleanor Lee, of GCSS, said: "We are hoping for in excess of 100 entries this year and are introducing these new categories in response to feedback from the city's Licensing Forum.
"Smaller independent venues have told us they previously felt unable to enter as they don't have the same resources as bigger chains.
"With this in mind, we have created a new category with more suitable criteria for community-based pubs.
"We'd also urge licensees from the East End of the city to take part in the awards.
"Over the years, the awards have expanded to take in areas outside the city centre - we're delighted to be able to include the East End this year and hope venues will come forward to take part."
GCSS is also looking for licensees to join a new users group to suggest ways to enhance the awards.
It follows the first BBN training seminar, which was attended by 38 award winners and featured talks from Strathclyde Police.
Sergeant Scott Cameron talked to publicans about their duty of care to customers -even after they leave a venue.
He said: "Publicans have a duty of care for all individuals when they enter their premises and it doesn't end at the front door."
For more information or to register, visit www.bbnglasgow.com