Taking place between the 15th and 18th June, Beer Day Britain was created by drinks educator Jane Peyton to support and promote the nation’s favourite pub drink.
This year the campaign has partnered with national beer organisation There’s a Beer For That to create a weekend-long celebration, which has been dubbed “say cheers to beer”.
Some of the initiatives undertaken by pubs and breweries include:
- Fuller’s is giving 750,000 people the opportunity to have a free pint
- Punch, Admiral, Ei and Shepherd Neame are displaying point-of-sale kits in their venues
- At least four breweries, including Thornbridge, Brewsters, Ilkley Brewery and West Berkshire Brewery have created celebration ales
- BrewDog will be pushing the event through its social-media challenge
- Weird Beard is hosting meet the brewer and tap takeover events
- Brewhouse & Kitchen is hosting beer masterclasses
- More initiatives can be seen at the end of this story
The main focus of the event is the ‘national cheers to beer’ at 7pm, when people across the country raise a glass and say “cheers to beer”.
A Twitter Thunderclap has also been planned and those interested in taking part can sign up on the There’s A Beer For That website.
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.”
There’s A Beer For That’s 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.
“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.”
Other initiatives include:
- Marston’s is creating a short film shot in its breweries inviting fans to talk about their local brews
- Dea Latis, the beer advocacy group, is hosting a beer-and-food-matching event at Marston’s Burton visitor’s centre
- Many pubs are offering free or discounted beer
- Sheffield’s Hop Hideout is selling special mixed cases of British beer
- New World Trading Company’s Oast House in Manchester is hosting a beer festival
- Small independent breweries are hosting open days
- Sambrook’s Brewery in London is holding a summer party