It’s been six months since Britain’s Beer Alliance launched the widely-anticipated There’s A Beer For That and the campaign shows no signs of slowing in momentum. 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 on the campaign`s core messages of quality, diversity and versatility.
Dine with Beer With Mitchells & Butlers
Dine With Beer is a creative platform developed for pubs to inspire customers and drive consideration of beer as the drink of choice for casual dining occasions. A four-week beer and food pairing promotion, the campaign will launch on the 8th of June across two Mitchells and Butlers’ brands, Nicholson’s Pubs and Ember Inns incorporating a total of 210 outlets. Consumers will be able to choose from five to six main course beer and food pairings, and will be directed to beerforthat.com to explore further beer and food matches.
The promotion marks a change in beer messaging by actively encouraging consumers to drink a beer with food in pubs as opposed to wine. By communicating the versatility and diversity of beer and demonstrating its ability to be perfectly partnered with food, Dine with Beer aims to alter consumer opinion around beer and ultimately drive an increase on the purchase and consumption of beer during dining occasions.
Beer Club Live Events with Everards & Titanic
Following the success of the weekly Beer Clubs on Twitter, There’s A Beer For That are also working with Everards and Titanic to launch their first ever Beer Club Live events.
Starting on Wednesday 3rd of June 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 and will be hosted across eight sites over eight weeks through June and July in outlets within Everards and Titanic’s estates. Tickets will include all food and drink for the evening. The evening 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.
With onsite booking available the initial four events will follow the following themes and if successful, a wider roll out of events will take place later this year across more of Everards’ and Titanic’s estates.
3rd June – BBQ and Beer
10th June – Beer Day Britain
17th June – Afternoon Tea With Many A Twist
24th June – Beer for Wine Lovers
Neil Gannon, Marketing Lead at British Beer Alliance comments: “We’re very pleased to be announcing our first two pieces of on-trade activity. After the success of our partnership with Tesco which saw dwell time in the beer aisle increase by 25% as well as positive shopper feedback and increased engagement, this next stage of activity within the pub trade is an exciting step. There’s a Beer for That as a campaign has gone from strength to strength over the past six months and these on trade activations mark the next step in our journey. We are showing beer in it’s true light of being a great accompaniment to food through the diversity of flavours and styles.
The TV advert, showing a diverse range of people enjoying different beer styles in a range of occasions, outperformed industry norms on all measures including enjoyment, engagement, propensity to purchase and had a positive impact on public attitudes to beer according to TNS Data. The advert is set to return with a heavier weight burst of TV from the June 1st after its first airing in October 2014. The advert will be on air for two months on traditional broadcast channels, largely based around sports and drama programming, as well on video on demand platforms like All4 and ITV player, and will also be shown in cinemas for the first time.
The increased investment in media & addition of new media channels to drive further reach and awareness is a reflection of overall positive results seen on the audiences reached last year. This will be in part met by the addition of the cinema advert, which will be shown across a variety of film types, to over 6.4m cinema admissions, but with a weighting towards action, comedy and drama titles. This cinema activity will specifically target times closest to evening dining occasions, to highlight the campaign message of the beer as a perfect accompaniment with food
In addition, There’s A Beer For That will be running their first ever series of digital out of home adverts, targeting people between 4-7pm as they think about what they are going to eat that evening either at home or out. Running over a four-week period through August and September they will complement the themes of the TV advert through two different creative ideas. The first demonstrates the versatility of beer by showing a range of informal meal occasions where beer would be a perfect accompaniment. The second shows the wide range of styles of beer in their specific glassware, via a series of rotating visuals, highlighting the diversity of the category.
The targeted digital displays will run weekday late afternoon & early evening across key National Rail stations and in major supermarket locations. The digital out of home poster campaign allows specific message targeting of people commuting home & shopping during their key consideration & purchase times, close to the point of purchase in both the on and off trade
The BeerForThat.com website will be the central destination from all adverts, and a new tool has been developed to inspire consumers to explore the huge range of beer available in the UK. The Beer Explorer is set to launch on the 1st June across desktop, mobile and tablet, with a striking visual database of more than 1,000 beers.
Beer Explorer has been created specifically with new beer drinkers in mind, allowing them to navigate by style and tasting notes to discover beers that they might like or that are similar to what they already like, without being daunted by the huge amount of choice on offer. The framework has been designed to allow the tool to evolve in the future to include other ways of discovering beer, such as location, food matches and by stockist.
Beer Explorer is an exciting evolution of the popular #BeerMatch Twitter tool which launched in 2014. It gives consumers an instant sommelier-recommended beer match to the UK’s top dishes via Twitter and a database of 1000 beers matched to 1000 foods. Through 3,500 mentions the tool has reached 35m consumers to date.
David Cunningham, Programme Director of There’s A Beer For That comments: “We’ve gone from strength to strength since we launched in October last year, and we’re excited to be announcing a host of new marketing initiatives and activity that will continue to help shift attitudes and drive a positive behaviour change towards beer. The industry as a whole is going through an exciting period of renaissance with the category in growth for first time in ten years. 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.”
Britain’s Beer Alliance currently consists of 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 – collectively working for the benefit of beer and brewing. Britain`s Beer Alliance now has 58 members with new members including Thornbridge, Purity, Wadworth and Merrimen.