A BURTON brewer is linking up with other major firms from across the country for a new campaign telling people ‘There’s More to Beer’.
The strapline of the summer campaign sums up plans to promote as many as beers as possible as part of a link up between High Street based Molson Coors and AB InBev, SAB Miller, Heineken and Carlsberg.
Provenance, the craft of brewing, diversity of beer styles, food parings and taste will also play pivotal roles in upcoming work.
Additionally, it is understood that promotions will highlight beer’s suitability in venues beyond the traditional pub and home drinking settings.
Rising demand for a broader choice of beers is highlighted in the emergence of flavoured variants.
The flavoured on-trade market is projected to be worth £400 million by 2016, according to alcohol consultants CGA Strategy, with core consumers coming from the 18 to 25 range.
The popularity of flavoured beers alongside craft beers and cask ales has buoyed the category outright.
Beer sales increased 0. 8 per cent in the three months to December, marking the first two consecutive quarters of growth in 10 years, according to the British Beer and Pub Association.
News of this latest campaign comes only days after Molson Coors was visited by Prime Minister David Cameron, as he cast his eyes over the firm’s new bottling line at its Station Street brewery.
The Prime Minister praised the firm for its £75 million investment in Burton, and the work it is doing to boost the beer and pub industry as a whole across the UK.
Bosses at the company said the investment and the visit by Mr Cameron was ‘reward’ for all the hard work put in by staff in the past few years.