The campaign, which aims to reinvigorate the beer category and get more people drinking beer more often, has teamed up with Mitchells and Butlers (M&B), Everards and Titanic Brewery.
Next month sees the launch of Dine With Beer, a four-week beer and food pairing promo across two M&B brands, Nicholson’s Pubs and Ember Inns, totalling 210 outlets nationally. Customers will be able to choose from up to six main course beer and food pairings, and will be directed to a page on the campaign website for further matches.
Versatility
Beer Club Live takes the success of existing social media campaign Beer Club direct into the pub. Starting on 3 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.
Running across eight sites through June and July in pubs within Everards and Titanic’s estates, the nights will be hosted by a beer expert who will showcase the range of styles and the versatility of beer with suitable food pairings.
The new activity marks a change in messaging across the on-trade by actively encouraging consumers to break the food and wine habit, altering consumer opinions of beer and drive an increase in consumption during dining occasions.
Next step
Neil Gannon, marketing lead at Britain’s Beer Alliance, which runs the campaign, said: “There’s a Beer for That campaign has gone from strength to strength and these on-trade activations mark the next step. We are showing beer in it’s true light of being a great accompaniment to food.”
Figures out earlier this year showed the first positive beer category growth for 10 years, driven by a hat-trick of duty cuts and renewed consumer interest.