There's A Beer For That secures major new investment
There’s A Beer For That, the brewing industry campaign to revive the popularity of beer in Britain, has secured a further £5 million in funding.
The campaign, which was launched in 2014, has already been seen by over 20 million adults in the UK, resulting in some six million engagements on social media.
Five of its original funders – Heineken, Molson Coors, AB InBev, SABMiller and Carlsberg – have invested further for 2016, with the aim of driving further awareness of the quality, diversity and versality of the British consumers’ beer choices and, in particular, focusing on beer-and-food pairing.
There's A Beer For That will shortly be launching a partnership with John Lewis which will see the national retailer offer its customers a bespoke beer and food-tasting menu.
Other initiatives will follow with new and existing partners such as Waitrose and Sainsbury's.
The campaign received a further boost with the news that it will receive direct funding from the British Beer and Pub Association for the first time.
The BBPA had previously supported There’s A Beer for That through Britain’s Beer Alliance, an industry wide organisation representing of breweries, pub companies and trade associations.
Brigid Simmonds, chief executive of the BBPA, said, "The BBPA has always been a strong supporter of There’s a Beer for That, and we are now strengthening this support through a direct contribution to its funding.
“Through Britain's Beer Alliance, the campaign is really helping to unite the industry and with its strong focus on the quality, diversity and versatility of beer, it is giving a big boost to the whole beer category.”
David Cunningham, programme director for There's a Beer For That, said: "Having launched this campaign 15 months ago with the ambition to reignite the nation's love of beer, we are delighted that we have been able to demonstrate tangible consumer and trade success, resulting in the decision to re-invest in the campaign and move it to the next phase.
“We have seen a significant improvement in consumer attitude towards beer across all key image attributes, and evidence of behavioural change especially around consumption of beer with food.
“Despite these 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."