The combined investment from the big brewers and other stakeholders in the 100-strong Britain’s Beer Alliance is the same amount as last year, and will include additional add-ons to benefit its financers.
Funding for the campaign was boosted further by the British Beer & Pub Association (BBPA), which increased its contribution in response to the positive impact it has made.
This year’s campaign will continue with its aim of changing consumers’ drinking behaviour and will include new initiatives, according to TABFT.
‘Love of beer’
TABFT programme director David Cunningham said: “The campaign to reignite Britain’s love of beer by focusing on its quality, diversity and versatility has already delivered high awareness and a positive attitude change.
“I’m also encouraged by how many trade partners are now involved and benefitting from their active participation.”
Support from the four founding brewers was critical to the success of the campaign, as was that of the BBPA, he added.
Last year the campaign gained the recognition of 25m adults and is claimed to have delivered a significant improvement to the image of beer.
This year’s programme will build on the success of last year and focus on changing the behaviour of consumers through communications and at point of purchase in pubs and retailer venues.
On-trade activation will be increased from 2016 levels, which went live in 4,000 outlets belonging to 15 pub companies.
Cunningham continued: “We already have activations planned in the first quarter with Everards, Shepherd Neame and St Austell and are also in discussions with a range of existing & new off-trade retail partners, details of which will follow once our plans are finalised.”
BBPA chief executive Brigid Simmonds said: “The beer and pub industry is at its best when it works together and There’s A Beer For That is a great example of how everyone can benefit from promoting the beer category as a whole.
“The BBPA and its members recognise its importance in driving continued volume and value growth and I’d encourage anyone who isn’t already working with There’s A Beer For That to get involved in 2017.”