There’s a Beer for That to evolve with new campaign focus

Cross-industry consumer campaign There’s A Beer For That has announced it will be evolving to focus on beer duty.

The decision was made following a strategic review of the biggest issues facing the beer and pub sector over the next few years, with the threat of year-on-year beer duty increases deemed one of the trade’s most urgent problems.

The new campaign, which is as yet untitled, will consist of consumer and trade facing initiatives that highlight the positive aspects of beer and pubs, and raise awareness of the threat posed by rises in duty. It is understood that initial plans, including the campaign name, are expected to be confirmed by end of March/beginning of April.

Initiatives will be designed to galvanise support from beer drinkers, pub goers and industry staff, and encourage them to lobby their local MPs. And while the exact details of the campaign are still to be finalised, it is expected to focus on two main aspects: the promotion of the positive multi-faceted story of beer and pubs; and raising awareness of the threat facing the great British tradition of having a beer with family and friends in a local pub.

Despite a tax freeze in the most recent autumn Budget, the campaign group said the cost of beer duty remains prohibitively high, with recent RPI (and other) increases having a projected cumulative cost impact of £430 million by 2020.

David Cunningham, programme director of There’s A Beer For That, said the existing campaign had been successful in reigniting Britain’s love of beer, by promoting its quality, diversity and versatility, since it launched in 2014.

“As a result, all key image scores for beer quality, diversity and versatility have improved significantly over the last four years,” said Cunningham.

“We have continued to review and challenge the strategic direction taken to ensure that the campaign remains relevant for consumers and for the industry,” he added. “In our recent strategic review, we assessed the key issues identified when the campaign began and found they are no longer the major barriers to beer and pub growth. Four years on, the beer category is more vibrant and in better health.”

Cunningham said the new campaign would continue to have the same industry-wide collaborative approach, and would build upon the BBPA and other industry bodies’ successful ‘cut beer duty’ campaigns, “but significantly up-weighting the focus and investment behind the consumer and trade initiatives”. “This will not only increase awareness but also drive real change in consumer and industry staff attitude and behaviour towards the impact of ever increasing duty on prices of beer in pubs,” he added

The industry will continue to work together and fund the programme, following the model that was created for There’s A Beer For That, with final details of the scope and funding of the new project to be announced in the first quarter of 2018.