'There's a Beer for That' campaign set to receive a further £5m
British brewers are again pinning their hopes on last year's 'There's a Beer for That' campaign after pumping an additional £5m in to marketing it in 2016.
Heineken, Molson Coors, AB InBev, SABMiller and Carlsberg, which all joined forces along with the pub industry to create Britain's Beer Alliance, have stumped up the money as they continue their mission to revive falling sales of beer across the UK.
'There's A Beer For That' will continue to focus on communicating three core messages – quality, diversity and versatility of beer.
The campaign's aim is to drive awareness and understanding of the range of styles and flavours of beers available in the UK and to demonstrating how the breadth of beers available appeal to multiple audiences. It will also look to educate consumers on beer and food pairings.
The campaign has been seen by over 20 million adults since launch 15 months ago who directly engaged with it over 6 million times on social media. David Cunningham, programme director for There's a Beer For That, said that as a result, it has seen a, "significant improvement in consumer attitude towards beer across all key image attributes. In addition, we see evidence of behavioural change especially around consumption of beer with food.
"Despite strong results, our work is far from complete. There is so much more we can do together, as an industry. With the great partnerships we have developed we are planning to reach even more people this year with an even stronger programme we are currently developing," he added.
The campaign has already kicked off in the on- trade with Enterprise Inns, Punch Taverns, Nicholson's, Ember Inns, Admiral and Robinsons pubs activating different programmes.
Partnerships will also be formed this year with other regional breweries, such as Frederick Robinson's. The brewery in Stockport will initially host a beer and food pairing event for 40 people.
Elsewhere, There's A Beer For That has inked a partnership with John Lewis, to give customers the opportunity to experience a beer and food-tasting menu designed exclusively for the retailer.
In addition, the campaign is continuing to work with existing partners, such as Waitrose and Sainsbury's, as well as develop new partnerships and programmes.