After admitting the first year of Let There Be Beer, the cross-industry campaign to revive the beer category, had been “mixed”, brewers unveiled big plans for 2014.
Speaking at the Beer Innovation Summit in Burton-upon-Trent last week, the campaign’s newly appointed director — former Guinness marketer David Cunningham — said: “The challenge for us now is to prove we are taking the campaign in a new direction.”
Four other industry representatives sat on the panel with Cunningham to discuss the campaign: Campaign for Real Ale CEO Mike Benner; Jonathan Neame, of Shepherd Neame; Emma Reynolds, of AB InBev; and Molson Coors’ Simon Cox.
Cox scored the first year of the campaign a “seven out of 10”.
A new A to Z of Beer was unveiled at the event and the panel vowed there would be more focus on a wider range of beers going forward.
“We will have more than 1,000 beers listed on the website by the end of the month and are working on finalising big plans for the second quarter of this year onwards,” said Cunningham.