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Major Stains
07-08-2013, 03:57 PM
Let There Be Beer is a new large scale marketing campaign that was launched in the UK last week by a conglomeration of some of the largest beer brewers in the world including the likes of AB InBev, Carlsberg, Heineken, Molson Coors and SABMiller, with the aim of rekindling the passion we have in this country for our beer. Their Let There Be Beer campaign will run across social media, a new website is due to launch at Let There Be Beer (http://www.lettherebebeer.com/) next month and there is TV advertising planned.

http://www.youtube.com/watch?v=GpcO3WdrgsQ&sns=em


So what is the reasoning behind this campaign?

According to the latest data from the British Beer and Pub Association (BBPA) there was a decline in beer sales in the first quarter of 2013 of 2.9% and according to CAMRA sales from pubs were down 5.5%. Clearly, it is in the interests of the breweries that shift the largest volumes of beer to try to arrest a possible decline in sales of their drinks and hence this new campaign was born.

The campaign itself

There is already much debate about how the campaign has been targeted, in particular the TV advert. A lot of the debate seems to hinge around the fact that the backers of the campaign are mega-breweries that largely produce lager and that the TV advert appears to only feature lager in bottles and keg lager in the bar scene. Given the background of the brewers involved this is hardly a revelation in my opinion, however, it should be taken into consideration with the following quotes from the campaign PR -

“The campaign aims to reignite the public’s love of beer and restore lagers, ales, bitters, pilsners and stouts firmly in the nation’s hearts…”

along with the following quote from Simon Cox the managing director of Molson Coors -

“There is an ever more diverse selection of beers available in our pubs and supermarket shelves. We’ve seen the emergence of a more discerning beer drinker, a growth in micro-breweries, as well as increased availability of beer brands from all around the UK and the world. Two decades ago there were around 2,000 brands of beer on sale in the UK compared to more than 5,000 on sale today.

“Let There Be Beer is about instilling a passion for beer in the nation’s hearts and remind the nation why beer is the nation’s best-loved drink.”

Furthermore, it has been stated that there is the budget in place for a three year campaign so we are at the very beginning of what could be a particularly long, expensive and potentially engaging project.

HardlyCapable13
07-08-2013, 04:54 PM
Ugh. This is their answer to the rise in popularity of craft (real) beer?

TonkaToys
07-11-2013, 07:09 AM
Nice idea - but it is all lager; not a decent bitter/ale/real beer shown.