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There's a Beer For That launches on-trade activations
It's been six months since Britain's Beer Alliance successfully launched There's A Beer For That and the campaign shows no signs of slowing in momentum.
With the first positive category growth for ten years, industry contribution of over £22bn to GDP and a shift in consumer attitude in correlation with the key campaign messages of quality, diversity and versatility, Britain's Beer Alliance claims to be aiding a renaissance for beer in Britain.
June will see the next phase of the campaign rolling out with a series of new marketing initiatives, designed to reignite Britain’s love of beer and change people`s perception of beer by continuing to educate them around campaign`s core messages.
Comprising two main activations, firstly Dine With Beer With Mitchells & Butlers - A Beer and Food pairing menu and secondly Beer Club Live, which takes the success of existing twitter campaign Beer Club into the pub.
Dine with Beer With Mitchells & Butlers
Dine With Beer is a creative platform developed for the on-trade channel to inspire customers and drive consideration of beer as the drink of choice for casual dining occasions, highlighting There's a Beer for That's three key messages of diversity, quality and versatility in direct relation to food.
A four-week beer and food pairing promotion, the campaign will launch on the 8 June across two Mitchells and Butlers brands, Nicholson's Pubs and Ember Inns incorporating a total of 210 outlets nationally. Consumers will be able to choose from five to six main course beer and food pairings, and will be directed to beerforthat.com/dinewithbeer within the main There's a Beer For That website to explore the world of beer and further beer and food matches.
The promotion marks a change in beer messaging across on-trade by actively encouraging consumers to drink a beer with food in an informal meal occasion as opposed to wine.
Beer Club Live Events with Everards & Titanic
Following the success of the weekly Beer Clubs on Twitter, There's A Beer For That is also working with on-trade partners Everards and Titanic to launch their first ever Beer Club Live events. Starting on Wednesday 3 June, aligning with the campaign's current Beer Club activity on Twitter, the ticketed beer and food pairing events aim to entertain and educate consumers about the world of beer in the comfort of their local pub.
Hosted across eight sites over eight weeks through June and July in outlets within Everards and Titanic's estates, the evenings will be hosted by a beer expert who will showcase the craft behind beer, the diverse range of styles and the versatility of beer with great food pairings. Beer Club Live events serve to drive the campaign's key messages of quality, diversity and versatility and aims to empower both the on trade and consumers to break the food and wine buying habit by driving behavioural change.
About There's a Beer For That
Britain's Beer Alliance has 58 members (and growing) collectively working for the benefit of beer and brewing. Members include some of the world's biggest brewers - SAB Miller, Carlsberg, Heineken, AB InBev and Molson Coors; national and regional brewers; pub companies - including Fullers, Wells & Young's and Shepherd Neame; industry organisations - including the British Beer & Pub Association (BBPA), Society of Independent Brewers (SIBA) and Cask Marque.
Hashtag on all platforms: #BeerForThat
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