The campaign group is aiming to challenge consumer perceptions around the quality, diversity and versatility of beer and encourage behaviour to push beer forward.
TABFT programme director David Cunningham outlined the partnerships and how it plans to get drinkers to think differently about Britain’s favourite drink.
He said: “Our campaign to reignite Britain’s love of beer encourages consumers to think differently about beer and working with Guardian News & Media and Foodies Festivals provides two very effective ways to reach and engage our target market.”
Showcasing the diversity of beer
The collaboration with Foodies Festival means TABFT will have a bar at all 10 festivals across the UK, where visitors can samples beer and food matching with mini tutorials running throughout the day.
There will also be a daily beer masterclass session at the Drinks Theatre, hosted by a range of beer sommeliers.
Cunningham said: “We are showcasing the diversity of beer to new audience through Foodies Festival.
“These people already have an astute and perceptive opinion of the best-tasting food."
Beer and food pairing
He added: “It’s a natural next step to showing them that the right beer can enhance the taste of great food even further.
“We will be working with some of the top beer sommeliers and know they will enthuse their audience and encourage them to think about choosing beer with their meals in the future.”
The announcement follows support from Fuller’s, Punch, Shepherd Neame and the Ei Group, which are taking part in the national celebration Beer Day Britain this year.
The event was founded three years ago to support British brewers and pubs by award-winning beer writer and The Morning Advertiser columnist Jane Peyton to showcase the benefits of the nation’s favourite drink.