There’s A Beer For That has announced it’s partnering with Guardian News & Media and Foodies Festival to help challenge consumer perceptions around the quality, diversity and versatility of beer.
The partnerships are designed to reach and influence discerning drinkers and are part of a wide range of initiatives including new online video and digital advertising, an expanded social and digital programme and continued education and promotion programmes.
“Our campaign to reignite Britain’s love of beer encourages consumers to think differently about beer,” David Cunningham, programme director of There’s A Beer For That, said. “And working with Guardian News & Media (GNM) and Foodies Festivals provides two very effective, ways to reach & engage our target market.
“Guardian News & Media has an excellent reputation for mouth-watering food and recipe content across all media and we look forward to working with them to show their enthusiastic and inquisitive readers how brilliantly beer pairs with food.”
The second partnership is with Foodies Festival covering all ten festivals across the UK in 2017, starting with the Brighton Festival, running from April 29 to May 1. There’s A Beer For That will have a bar at every Foodies Festival where visitors will be invited to try a beer and appropriate food match in an informal environment with a series of interactive mini-tutorials running throughout the day. They will also hold a daily beer masterclass session at the Drinks Theatre hosted by a range of beer sommeliers.
There’s A Beer For That will also support a series of trade initiatives for Beer Day Britain on June 15 and the four day celebration running through to Father’s Day on June 18. Seven pub groups have now signed up to take part in the festival, including Star Pubs & Bars, Admiral Taverns, Shepherd Neame and Greene King and they are drawing on #cheerstobeer point of sale produced for the event as well as There’s A Beer For That collateral already available free of charge.
As well as being supported in the Guardian, Beer Day Britain will also get a high level of digital support as There’s A Beer For That develop a social toolkit for trade partners to use in their own channels.
“Our digital programme is growing quickly,” David added. “We currently reach around 350,000 food lovers on Instagram each week with great beer and food photography curated from brewers, pubs and Instagrammers. We have also extended the #beermatch tool to our website enabling users to request a beer match for any dish (www.beerforthat.com/beer-match) and visitors will also soon be able to click through to purchase the beer that’s been recommended too.”