There's A Beer For That campaign appoints new marketing chief

The announcement comes as early results show the campaign, which relaunched in November 2014, has been positively received by both trade and consumers.

Reporting directly to programme director David Cunningham, Gannon will help develop and manage the programme of activity encompassing the full marketing mix planned across 2015. Initially, he will be involved in activating new programmes in the on and off trade that aim to encourage more consumers to drink beer more often.

He takes on this new role having recently left Western Union as global director of marketing and customer strategy.

Gannon said: "I am very excited to be working in the beer industry again and to be involved in such an innovative and leading project within the category. The There's a Beer for That​ campaign​ is imperative to boosting sales of beer and strengthening the category in the UK, and I’m delighted to have started."

Impact​

Consumer tracking research from TNS has demonstrated the campaign has had a positive impact on public attitude towards beer, and that the There's A Beer For That ​social and digital programmes are actively engaging consumers.

For example, #BeerMatch, a Twitter tool that provides instant beer and food matching recommendations, has delivered almost 3,000 beer and food matches and had a total reach of 14 million people.

Beer Club, a guided social media discussion of key beer styles hosted by experts on the @BeerForThat Twitter account has reached 7.5 million users to date. The campaign Facebook page has been a similar success, with 135,000 followers.