Video: SIBA chief quizzes comedian Rufus Hound to help boost beer
Grocock shared a pint with comedian Rufus Hound at his Rose & Crown pub in Hose, Leicestershire, as part of the “A Beer with…” activity for the campaign. Two more licensee and celebrity pairings are being lined-up for interviews this year.
Hound said: “It's great to sit down with a pint and the pub landlord and really talk about life. The pub is definitely a great social network opportunity and the phrase 'fancy a beer' has become synonymous with ‘let’s have a chat’ in so many pubs across the UK.
“Conversation is such a big part of having a pint and this gave me the opportunity to chat about beer, comedy and celebrity crushes and dislikes.”
The Let There Be Beer campaign was launched in June in an attempt to reignite the beer category in the UK.
It is backed by the five biggest global brewers, AB InBev, Heineken, Molson Coors, Carlsberg and SAB Miller, who have each contributed a “large” amount to the campaign.
The Campaign for Real Ale, the British Beer & Pub Association and SIBA are also among its supporters.
The initiative ran into controversy when it first launched for concentrating too much on lager brands.
In December its TV ad fell foul of ASA regulations after the body upheld four complaints including that it implied alcohol could contribute to an individual’s popularity and that alcohol had therapeutic qualities.
