People seeking advice on the perfect beer to accompany their meals on Twitter could be sent the perfect brew via a delivery service the UK’s biggest brewers have launched together to help shift perceptions of the category.
UK-based beer industry body The Britain Beer Alliance is continuing its wave of food and beer related marketing with the launch of a temporary delivery service running via Twitter.
To kick off the latest wave of activity a temporary delivery service will run for nine days with a select number of Londoners who are using #BeerMatch set to receive a goodie bag containing the requested food and a sommelier-paired beer. The #BeerMatch tool dishes up beer and food matches to people tweeting using the hashtag and the @BeerforThat Twitter handle.
To promote the initiative, The Beer Alliance worked with social agency Telegraph Hill to produce a video featuring TV presenter George Lamb delivering the packages to surprised beer fans who have used the #BeerMatch service.
The video will be shared through the There’s A Beer For That social channels, with a supporting organic and paid media strategy.
— Beer For That (@BeerForThat) August 7, 2015
Louise Doherty, digital audience lead for There's A Beer For That, said the campaign will build on the usage of #BeerMatch which has generated a reach of 47 million since launch last November.
"I’m confident it [the campaign] will stand out and grab the attention of both foodies and a broader audience who aren’t yet aware of the versatility of beer with food. The campaign will help spread the message that great food can be paired with great beer and really enhance both."
The Beer Alliance is made up of some of the UK's biggest brewers including Molson Coors, Carlsberg, SAB Miller, Ab InBev and Fuller's.
The campaign coincides with London Beer City, a nine-day event running until 16th August, sponsored by There’s A Beer For That.