Introduced in 2014, the ‘There’s a beer for that’ initiative was launched by Britain’s Beer Alliance, an industry wide collaboration of breweries, pub companies and trade associations. The big five brewers, including Heineken, Molson Coors, AB InBev, SABMiller and Carlsberg, also contributed £10m in initial funding.
The campaign aims to drive sustainable category growth, and seeks to make consumers more aware of the different types of beer, as well as introducing more occasions on which the beverage can be drunk.
This week, the initiative was promised a further £5m investment for 2016 from Britain’s Beer Alliance, while the British Beer Read full story ›
Source: Marketing Week
Industry News
