There's A Beer For That campaign receives £5m funding boost from big brewers
Established to reignite Britain's love of beer, the campaign has also seen strengthened support from the British Beer & Pub Association (BBPA), which will contribute to the funding of the 2016 campaign.
This year, There's A Beer For That will "continue to champion quality, diversity and versatility of beer, while driving awareness of the wide range of styles and flavours of beers available in the UK".
Educating consumers on beer and food pairings, and demonstrating the breadth of beer's appeal across multiple audiences are also key campaign messages.
There's a Beer For That programme director David Cunningham said: "We are delighted that we have been able to demonstrate tangible consumer and trade success, resulting in the decision to reinvest in the campaign and move it to the next phase.
"The campaign has been seen by over 20 million adults who have directly engaged with us more than six million times on social media and, as a result, we have seen a significant improvement in consumer attitude towards beer across all key image attributes.
"In addition, we have seen evidence of behavioural change especially around consumption of beer with food but despite these strong results, our work is far from complete.
"There is so much more we can do together, as an industry. With the great partnerships we have developed we are planning to reach even more people this year with an even stronger programme."
BBPA chief executive Brigid Simmonds said: "The BBPA has always been a strong supporter of There’s a Beer For That, and we are now strengthening this support through a direct contribution to its funding.
"Through Britain's Beer Alliance, the campaign is really helping to unite the industry and with its strong focus on the quality, diversity and versatility of beer, it is giving a big boost to the whole beer category."
A range of pubcos, including Enterprise Inns, Punch, Nicholson's, Ember Inns, Admiral Taverns and Robinsons, have already activated programmes in 2016.
Most recently, a strategic partnership between There's A Beer For That and Enterprise Inns is educating publicans on beer and food pairings – forming part of the popular trade roadshow 'Enterprise', where There's A Beer For That will host a 'Beer & Food Clinic' with beer sommelier, Annabel Smith.
The campaign will also partner with Nicholson's to launch a 'Dine with Beer' menu to its customers in April and host a beer and food pairing event with Frederick Robinson's brewery.
