New Consumer Campaign for Beer

UK pubs are set to benefit from a new marketing campaign which aims to celebrate all that’s great about beer. The campaign called ‘Let There Be Beer’, is the outcome of two years of work, instigated by the Global Brewers’ Initiative, (GBI) an organisation set up to lead the responsible advancement of beer by HEINEKEN, Carlsberg, SAB and AB-InBev.
Through the Global Brewers’ Initiative, the companies been working in partnership for the last two years with AB-InBev, Carlsberg, SAB Miller and Molson Coors to develop a campaign for the benefit of the whole beer category. The result is ‘Let There Be Beer’ the consumer campaign.
Heineken was given the lead responsbility for developing a UK GBI programme, and the campaign is set to launch at the end of June with a TV and PR campaign.