VIDEO: Let There Be Beer evolves into Beer For That with Michael Winterbottom-directed ad

By Mike Berry

- Last updated on GMT

Related tags: Beer style

A new £10m marketing drive by the pan-industry Let There Be Beer campaign kicks-off this weekend with a renewed focus on the quality, diversity and versatility of beer.

The campaign, which is funded by a coalition of global brewers and backed by industry bodies and associations, has been renamed as There’s a Beer For That – designed to show consumers that there is a style of beer that suits a wide variety of people and occasions.

The evolution follows consumer research which revealed There's a Beer For That​ resonates strongly with consumers, prompting them to think differently about how they see and appreciate beer. The name also conveys the wide variety of beers now available in the UK, highlighting their versatility and fit for a much broader range of occasions than many people currently think.

The backers have also formed Britain’s Beer Alliance, with the aim of giving a new identity to the movement and encouraging others to join and show their support.

Integrated campaign

The integrated campaign includes a national TV advert, airing this Sunday (2 November), shot by acclaimed director Michael Winterbottom. The ad will the show how different styles of beer can be paired with a wide variety of food and tell drinkers that whatever their tastes ‘There’s a Beer For That’.

A new website will also launch next month, beerforthat.com, with both consumer and industry sections. Campaign chiefs have also promised specific on-trade initiatives next year focused on encouraging consumers to try new beers and experiment with food matching.

Diversity

David Cunningham, programme director, said: “We are evolving our campaign to focus efforts on encouraging consumers to discover the variety of beer available in the UK and how these different styles fit perfectly a wide range of occasions. I am confident that our new direction and programme of activities will enlighten consumers on the natural goodness and craft of brewing, the diversity of beer styles and tastes, and the versatility of the nation’s favourite drink.”

Mike Benner, SIBA’s managing director, said: “Our support for Britain’s Beer Alliance adds the voice of the smaller British brewer to the campaign and tells consumers that this is a genuine cross-industry alliance, which we know is something that motivates them.”

The campaign has endured a mixed time since being launched last year with the ASA ruling against the previous campaign TV ad.

Related topics: Beer

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