The event, where celebrations span the UK for four days from Thursday 15 June, was founded by award-winning beer writer and The Morning Advertiser columnist Jane Peyton to highlight the benefits of the nation’s favourite drink.
The event will kick off at 7pm on the first night with a national “cheers to beer” call. The date of the event is significant because it was the day the Magna Carta was sealed in 1215, where ale is mentioned in Clause 35.
‘More people get involved’
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Peyton said: “This is the third year the industry will come together to mark Beer Day Britain and, by extending the occasion over the weekend, we hope that more people will be able to get involved and enjoy the diversity that British beer provides.”
The beer writer has also teamed up with There’s a Beer For That to create a programme with pubs and retailers to encourage consumers to follow the celebrations – including using food pairing.
There’s a Beer For That marketing lead Neil Gannon said: “We have developed a Beer Day Britain kit for purchase that builds on the 'cheers to beer' theme and includes posters, tent cards and T-shirts."
‘Free of charge’
He continued: “This will provide additional retailer support over and above the existing point of sale that we offer free of charge, and includes guides to beer styles, beer and food matching, dripmats and beer festival kits.”
He continued: “These will help licensees activate activity such as beer festivals and 'beer club live' and we’re thrilled that a number of pub groups including Punch, Fuller's, Ei and Shepherd Neame have already committed to get behind Beer Day Britain by running events in their pubs.”
Last year, the event launched with a jolly song about why we should appreciate beer.