The brewing industry’s Let There Be Beer campaign has released figures to show that it has got off to a promising start.

The TV ad that introduced the initiative to the public in June viewed at least once by 77% of men and 8% women on the target 18 to 44-year-old, while since August its food and beer matching spots during Channel 4’s Sunday Brunch has attracted an average of half-a-million viewers, 76% of whom said it gave them more confidence to pair beer with food.

The website, which also launched in August, has had 92,000 unique visitors and 351,000 page visits.

Let There Be Beer has generated positive coverage in the media, too, with editorial reaching more than two million people and featured beers from 40 UK brewers.

“Consumer awareness of the campaign is growing and this positive reaction is a sign that, as an industry, we can work together to bring the beer category back into growth,” commented a spokeswoman for the campaign.

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