Brewers step up efforts to reignite Britain’s love of beer
The nation’s biggest brewers are redoubling efforts to woo non-beer lovers with the next phase of their joint-marketing push that will introduce a flurry of digital and shopper advertising initiatives into the mix.
Activity will continue to be branded under the Britain’s Beer Alliance banner and looks to build further awareness around the “There's a beer for that” strapline. Devised as more of an educational push rather than straight up sales drive, the latest wave of promotions come six months after the revamped alliance of AB InBev, SAB Miller, Heineken, Molson Coors and Carlsberg.
In that time, the venture has expanded its digital expertise and formed stronger ties with retailers, both of which will come to the fore this summer.
The digital aspect of the plan comes in the form of the Beer Explorer online tool for users to discover beers by style and tasting notes and work out which is best for them, away from the daunting alcohol aisles in supermarkets. New beer drinkers are the tool’s primarily focus with the design laid out in such a way that it could include other ways of discovery such as location, food matches and by stockist.
The tool is effectively an evolution of the #BeerMatch tool from last year, whereby users were given instant sommelier-recommended beer match to the UK’s top dishes via Twitter.
Alongside the online push, the campaign’s first digital outdoor ads will also be a crucial component. People will be targted ads later in the summer between 4-7pm as they think about what they are going to eat that evening. The creative chimes with the campaign’s revived TV advert, showcasing the versatility of beer through a range of meal occasions where it could a perfect accompaniment. A second ad displays the wide range of styles of beer in their specific glassware through a series of rotating visuals.
The Beer Alliance has also strengthened its ties to Tesco after its first efforts with the retailer boosted dwell time in the beer aisle by 25 per cent as well as “positive shopper feedback and increased engagement”, the brewers claim. The successes have informed a nationwide push across all Tesco stores that will push different beers with BBQ foods. Other ads will support Tesco’s Spring Drinks promotion, playing up the taste of the featured beer styles.
The activity serves as the beer industry’s second stab at a collective attempt to kickstart slow sales. The first effort was banned six months after it launched in 2013 for implying alcohol improves popularity and had a limited effect on alcohol sales in the UK. It was slammed at the time by industry observers for failing to show the breadth and depth of the category.
A combination of healthier consumption habits among consumers and the popularity of spirits and craft beers as an alternative to mainstream brews has forced brewers to reassess their marketing tactics. From packaging to experiential events, sweeter beers to non-alcoholic ones, the likes of Heineken, SABMiller, Carlsberg and Molson Coors are developing more holistic strategies to reach new audiences, particularly women and younger drinkers.
Their efforts appear to be paying off with British beer sales in the UK up for the first time in ten years though part of this has likely come from the explosion of the craft beer segment. Total beer sales rose 1.3 per cent last year, according to the British Beer and Pub Association. Sales from shops overtook those from pubs and clubs in the period for the first time on record.
David Cunningham, programme director of There's A Beer For That, said the campaign has gone from “strength to strength” since it launched last October.
The industry as a whole is going through an exciting period of renaissance with the category in growth for first time in ten years,” he added. With 58 members of Britain's Beer Alliance, we're stronger and more widely supported than we have ever been before and look forward to gaining even more momentum over the next few months."